Renata Tupy

BMW Australia
The all-new BMW X3 M Coastal Highway Drive

ROLE: Art Direction and Photography
AGENCY: Ogilvy Australia

BMW Australia X3 M campaign image 1 BMW Australia X3 M campaign image 2 BMW Australia X3 M campaign image 3 BMW Australia X3 M campaign image 4 BMW Australia X3 M campaign image 5 BMW Australia X3 M campaign image 6 BMW Australia X3 M campaign image 7 BMW Australia X3 M campaign image 8 BMW Australia X3 M campaign image 9

Behind the brief

The brief

Introduce the new BMW X3 M to the Australian market in a way that feels authentic, aspirational and culturally resonant, moving away from sterile studio shots to a genuine lifestyle connection.

The strategy

Anchor the vehicle in the iconic Australian surf lifestyle. By framing the X3 M as the ultimate road-trip companion for a group of friends, the campaign seamlessly highlights premium features (like the expansive panoramic sunroof, signature alloy wheels, spacious boot capacity and intuitive self-parking) without interrupting the narrative flow.

Feature integration

Seamlessly weaving product highlights into visual storytelling. Sunroof: framing upward shots. Boot space: skateboards and gear, effortlessly packed away. Self-parking: in a beachside car park.

Art direction & visual tone

Bleached coastal neutrals contrasted with deep ocean blues and the sleek metallic finish of the vehicle. Natural lighting that leans into lifestyle photography, emphasising genuine human connection and spontaneity over rigid posing.