Featured Work

BMW ActiveE

Activate the Future

BMW ActiveE is the company's first all electric car, and it is not really for sale. Seven hundred are going out on two year leases in the United States, and BMW needs seven hundred people willing to live with an experimental car for that long.

The obstacle is not desire, it is anxiety. How far will it go before it strands me. Does it actually cost less to run. Is it genuinely cleaner. Nobody signs a two year lease with those questions open.

So we answer them first. Range, carbon footprint and running cost, laid out plainly, because the future of mobility is an argument you win with arithmetic rather than adjectives.

Then we make owning one a role rather than a purchase. We find the seven hundred, we call them Electronauts, and we build Activate the Future so their cars report back. Each of them sees their own range, their own charging, their own miles, and where they sit against the fleet.

All seven hundred are gone in a few days. Their two years, and their stories, become the case for what comes next.