DUALITY UNTAMED

BMW M5 GLOBAL CAMPAIGN

The BMW M5 is an iconic car, now in its 7th generation but made as a plug-in hybrid for the first time.

It only felt natural that we came up with the concept of 'Duality Untamed' for the campaign. Combining raw power with refined elegance, it’s a beast on the road and whisper-quiet when needed. Featuring Justin O'Shea, a thrill-seeker and style icon who embodies the car's wild yet sophisticated nature.

This campaign launched globally with a comprehensive digital and social media strategy targeting BMW’s core markets across EMEA, APAC, and the United States.

Role: Senior Copywriter 
Agency: Monks Berlin / The Marcom Engine