Featured Work

BMW X3

Dream It, Build It, Drive It

BMW is bringing X line production to the United States, starting with a new plant in Spartanburg, South Carolina. That is a manufacturing decision, not a campaign.

But it makes something possible that an imported car never could. If the factory is here, you can go and get it. And if you can go and get it, ordering stops being a transaction and becomes a story with three acts.

So Crafted named the campaign after what you actually do. Dream it, in an app that drops your configuration onto your own driveway so you can see the car before it exists. Build it, in a configurator that holds every choice, then a film of your own X3 moving down the line in Spartanburg, and a tracker that follows it. Drive it, by collecting the car at the plant and taking it out at the BMW Performance School.

Most car campaigns end at the configurator. Dream It, Build It, Drive It runs from the first idea of the car to the first lap in it.