In 2025 I was tasked with the art direction and graphic design of BMW's experiential presence and course branding at the BMW PGA Championship 2025, helping transform the event into the multi-layered Festival of Golf.
Working across the BMW Village, on-course activations and owner experiences, I developed a cohesive creative framework that blended product storytelling with highly interactive fan engagement. The whole project combined immersive golf challenges, luxury experiences and social-first content opportunities as well as VIP stands throughout the course, creating a connected brand experience that brought BMW's Driven by Passion platform to life throughout the championship.
Working across the BMW Village, on-course activations and owner experiences, I developed a cohesive creative framework that blended product storytelling with highly interactive fan engagement. The whole project combined immersive golf challenges, luxury experiences and social-first content opportunities as well as VIP stands throughout the course, creating a connected brand experience that brought BMW's Driven by Passion platform to life throughout the championship.
Credits
Agency: TRO
Art Direction, Graphic Design: Buster Moxham
3D Design: Phoebe Wright
Senior Producer: Shauna Cahill
Artworking: Jo Marshall