BMW Pays Homage to Gaming Culture and Racing Simulators

In celebration of the new BMW M2 launch, Media.Monks, as part of “The Marcom Engine”, along with director Lukas Tielke, crafted and produced an exciting storytelling campaign that pays homage to gaming culture, arcades, and racing simulators.

The film speaks to dedicated racing fans, particularly those who enjoyed playing video games in their youth. By tapping into this emotional connection, the film links BMW M2 fans to the feeling of driving this car and highlights sheer driving pleasure.

The new BMW M2 makes entering the world of high-performance models from BMW M GmbH even more attractive. This elite compact sports car elevates its drive concept with a straight-six engine, an optional six-speed manual gearbox, and classic rear-wheel drive to the next level and that’s a unique proposition among its rivals.

The launch campaign will be rolled out globally with a focus on digital media. Campaign photography was shot by André Josselin. Social reels for younger target groups were crafted by Kris Declan Spurr.