Copywriter and Creative Director
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BWM 5-series


In working with BMW, we recognized the carmaker wasn't getting the credit it deserved from consumers regarding fuel efficiency – a significant obstacle to sales in a down economy. At the same time, its image as "The Ultimate Driving Machine" was beginning to wane. To combat this misperception and help broaded consideration, we leveraged the launch of the new 5 Series to demonstrate that fuel efficiency and driving performance can indeed coexist.