Blast Radius . Art Director . 2014 – 2015
ECD: Dave Stevenson . Copywriter: Paul Galbraith


BMW was adding the all-new X4 to it’s very popular X-Series of vehicles. As a new vehicle, it was important to show consumers where it fits into the BMW lineup and how it meets the competition.


The X-Series is a diverse and very popular set of vehicles. People seeking out an X-Series vehicle will directly compare them all to find which fits their lifestyle.


Inject the X4 directly into the lineup. Use the power of the X-Series to showcase the X4 and use the newest addition to the series to build excitement for the entire line-up.

The Power of X.

How do you make each vehicle feel equal when they clearly are not? Our solution was to present them with their main feature: Style, Stance, Agility and Versatility. And from there we connected them. Style and Stance are grouped together as the good looking couple. Agility and Versatility are grouped as the work horses.

Website . No longer live

The homepage of the website featured a video that helped connect all 4 vehicles and showcase the X-Series lineup.