Launching BMW Vision Neue Klasse at IAA

Introducing BMW’s Neue Klasse to the world at IAA. With a bold campaign showcasing The Neue New

A sustainable vision for a new automotive era

BMW’s Neue Klasse isn’t just another model range — it’s a complete reboot of what driving means in a new era. Our challenge was to translate this Vision into a bold, global story. One that breaks with convention, sets a new tone for design and tech, and speaks to a next-gen audience.

From the very start, our goal was to spark curiosity. We needed to build anticipation, provoke thought, and create an emotional campaign that feels different — connecting BMW Vision Neue Klasse with the world it’s helping shape.

Framing a new era with ‘The Neue New’

We introduced a creative concept that captured the essence of change: The Neue New. A call to reimagine what’s possible, and a powerful foundation for the campaign’s entire narrative.

From global launch films to social-first storytelling, every asset was designed to feel fresh, new and expressive. A bold visual identity, inspired by the vehicle defined the tone — forward-thinking, emotionally resonant, and unapologetically new.

Creating a visual language for an optimistic future

To bring the vision to life, we produced a full-scale campaign shoot across film and photography. Our production focused on capturing the emotion of transition — light, space, materiality — all through the lens of what’s coming.

The Neue New - a shift in perspective

Shot with a sleek, editorial eye, the campaign film introduced the Neue Klasse as an icon of tomorrow. Paired with clean, modern stills, we built a cohesive content system designed to live across touchpoints — from social to OOH to BMW.com.

We worked closely with BMW’s global marketing team to ensure the tone stayed bold and intelligent — expressive without being abstract, futuristic but grounded in purpose.

01Campaign

A global brand launch built around The Neue New. From concept to execution, we developed a 360-campaign that shifted perspectives.

02Social

Social-first storytelling that teased, revealed & inspired. Bold visuals and a fresh tone of voice brought the Neue Klasse to life across every platform.

03Spaces

A physical experience at IAA Mobility that blended innovation and emotion. Inside the BMW Pavilion, the future of the brand was revealed in light, sound, and form.

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A vision brought to life at IAA 2023

Then came the moment of truth: the world premiere of BMW Vision Neue Klasse at IAA in Munich. But this wasn’t a standard car launch. It was an immersive brand experience designed to make headlines and shift perceptions.

Inside the BMW Pavilion, the Neue Klasse concept stood as a centerpiece of innovation — a visual symbol of the brand’s future. Accompanied by a powerful soundscape, interactive installations, and a digital-first broadcast, the reveal created an emotional and immersive world around the car. One that connected visitors not just to the vehicle, but to the vision.

A collaborative mindset

This wasn’t about following the rules. It was about setting a new visual standard for BMW: one that felt distinctively different, unafraid to explore, and grounded in Freude. From the tone of voice to the way we played with space, light, and texture, our goal was to bring a bold new perspective to life — one that’s as inspiring and uncompromised as the vision behind Neue Klasse itself.

Through our co-creation with the BMW, Elastique and Pacific and we were able to bring to life a vibrant reveal for the brand’s vision.