BMW and Digital Muse Lil Miquela Keep it Real for iX2 Electric SUV

For its first all-electric and highly digital iX2, BMW collaborates with virtual creator and digital muse Lil Miquela. The immensely popular virtual influencer, with 2.7 million Instagram followers, is the star of this campaign about the beauty of real life. 

To capture an emotional and visually striking story, BMW agency partner Media.Monks, part of The Marcom Engine, collaborated with critically acclaimed director Stefanie Soho from BWGTBLD. Mario Zaradic, creative director at Media.Monks has led the project creatively. Together, they created a film with an unusual existential tone. Serious yet sweet, we see Lil Miquela breaking into the real world with the new BMW iX2 and step by step falling in love with human existence. Tying the campaign back to the brand vision of ‘Freude Forever’.

Stefan Ponikva, vice president BMW Brand communication and experience says, “People have been creating emotions and personal memories in BMWs for over 100 years. The world and the industry are changing rapidly; Digitalisation and electrification are finding their way, not only in the product but also in marketing. These advances are important and in the future vehicles will continue to move real people through real worlds and in addition through virtual worlds. We have made this bridge-building the core of our BMW iX2 campaign and the result touches hearts.”

Patrick Klebba, executive creative director at Media.Monks, “Amidst all the Web 3.0, Metaverse, artificial intelligence push of the past two years, this crafty piece of storytelling is all about real life. Now Lil Miquela reminds us of what we have, and how beautiful it is, and how lucky we are to have it – this is what we want people to feel.”

The ‘Make it Real’ campaign will be available globally and launched in BMW’s core markets across EMEA, APAC and the United States. The films and stills will be shown online as part of a wider digital and social media campaign. The campaign has been created in collaboration with BWGTBLD, Rohtau, Recom, and photography by Chris Nolte-Kuhlmann.