Copywriter and creative

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The Known, Unknown

How often do you get a product that sells itself? With its limited edition, never-before-seen darkened features and souped-up engine, the BMW Shadow Edition was an easy brief. There was just one minor detail – it hadn’t come off the production line, so it technically didn’t exist.

So working with a great CGI team and our own imaginations, we amplified the mysterious, and distinctive quality of our unseen, unknown new model, even creating a bespoke atmospheric soundscape for it. The result was a suitably dark and shadowy world that was unlike anything BMW had ever released – just like the Shadow Edition itself.