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BMW iX3
The start of a new era.
Client
BMW
Agency
Jung von Matt Hamburg
Year
2025
For the launch of the BMW iX3 we had to find the balance between honoring BMW’s heritage but also positioning the car as the starting point of a new era.
Translating BMW’s brand film into social required a clear shift in focus. The iX3 was not meant to look back at heritage, but to stand as the starting point of a new era. The challenge was to create social-first relevance while staying true to the overarching narrative of the Neue Klasse.
Instead of retelling the brand story, we reimagined it: By stepping into the perspective of BMW’s engineers and designers, we explored what it feels like to build the first car of a new chapter.
We translated this mindset into short, highly native social formats – from ASMR and oddly satisfying details to playful, trend-driven moments.
By embedding the iX3 into familiar social formats, the car appears in feeds as modern, accessible and culturally fluent content rather than a traditional ad. This approach made BMW’s future tangible and relatable, especially in spaces where attention is earned, not assumed.
