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Welcoming Lil Miquela into Our World • How BMW Accelerates Innovation in Automotive Marketing

  • Client

    BMW

  • Solutions

    Artificial IntelligenceStudioSocial CampaignsVideo (TV/CTV)Influencer MarketingAnimation

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Case Study

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Colliding the physical with the digital world.

People tend to perceive automotive marketing as traditional, lacking novelty and the ability to connect with younger, tech-savvy audiences. Known for its innovative spirit, BMW launched its new all-electric and highly digital iX2 model. With the rise of AI, the metaverse and Web3, we saw a unique opportunity to bridge the gap between the physical and the digital: by letting the iconic virtual influencer Lil Miquela take the wheel and find her way into our world, bringing along her social audience of more than 8.2 million people.

Our Craft

  • BMW The new iX2 car in red seen from the back. Lil Miquela is sitting on top of the roof of the car. The car looks out on the city below.
  • BMW The new iX2 car in red seen from the side. In front of the car you see Lil Miquela dressed in a red pants. She stands on a pole.
  • You see the interior of the BMW iX2 car. Miquela dressed in a red pants is sitting on the driver car and makes a peace sign with her hand.
  • BMW The new X2 car in blue seen from the front. On the left of the car you see Lil Miquela dressed in a yellow skirt and a yellow jacket walking towards the car.
  • BMW The new X2 car in blue seen from the back. In front of the car you see Lil Miquela dressed in a yellow skirt and a yellow jacket.
  • BMW The new X2 car in blue seen from the front. In front of the car you see Lil Miquela dressed in a yellow skirt and a yellow jacket. She is blowing bubbles

Telling an emotive story of what it means to be human.

As part of The Marcom Engine, our creative team collaborated with BWGTBLD’s critically acclaimed director Stefanie Soho to capture an emotional story for the “Make it Real” campaign. The result: a bold and beautiful hero film with an unusual existential tone. Both serious and endearing, it shows Lil Miquela breaking into the real world with the new BMW iX2 and slowly but surely falling in love with human life—which ties it back to the brand vision of Freude Forever, which revolves around the joy of driving. The campaign is all about showcasing the diversity of physical existence through the eyes of virtual character, with the aim to fuel the message that reality isn’t a limitation, but a powerful canvas for rebellious spirits to drive progress.

  • Lil Miquela seen from the side. She sits in the New BMW X2 and drive to the sunrise.
  • Closeup from Lil Miquele while she is driving in the BMW X2. Two people seen from the back in bathing clothes almost kissing each other
  •  Close up of Lil Miquela. Her face is illuminated by different colored lights. She is looking around with a surprised expression on her face.
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  •  Lil Miquela stands next to the new BMW X2 and the car is in the desert. In the distance you see a futuristic beam of light coming from the sky to the ground.
  • Closeup of the New BMW X2. The New BMW X2 is driving through the desert. You see the car from above.

AI serves as the perfect jump starter to automotive campaigns.

Harnessing the power of AI, we leveraged state-of-the-art tools and technologies to elevate traditional automotive storytelling. The story of Lil Miquela stepping out of the Metaverse to experience the real world is a truly touching poetic journey. To ensure the nuanced performance was translated perfectly, we made an early decision to use AI face replacement instead of CGI animated heads. This allowed the director, Stefanie Soho, to freely work her magic without any camera restrictions or losing the enchantment of her filmmaking.

Lil Miquela stands next to the new BMW X2 and stares at a futuristic beam of light that shines from the sky to the ground.

It takes a creative engine to drive automotive marketing forward.

By traveling around in BMW’s all-electric iX2 car, Lil Miquela gets to explore the full range of human emotions and experience at a high speed—an electrifying visual that has gained momentum ever since the release of the film, as it cleverly merges physical and virtual realms by tapping into pop culture. And so, once again, BMW stands out as a brand that disrupts traditional automotive marketing while preserving human-focused storytelling.

Awards

  • 1x Epica Award

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The website has been translated to English with the help of Humans and AI

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