Art directed the M5 launch CRM campaign, crafting a connected series of personalized emails that moved high-intent customers from first interest to test drive and beyond.
Few cars carry the legacy of the BMW M5 — an icon that has defined performance driving for four decades. For its seventh-generation launch, directed the hands-on art direction and Figma execution across the CRM campaign, including an auto-responder capturing customer interest at its peak, a test drive scheduling email, and additional touchpoints sustaining engagement through the purchase decision. Each execution balanced the M5's performance identity with the precision needed to move someone from curiosity to commitment.
The campaign contributed to demand that far exceeded BMW's internal projections, with the M5 driving BMW M's 14th consecutive record sales year and exceptional Touring demand that overturned initial production planning.
