Situation
Task
Action
Result
To celebrate the 40th Anniversary of the BMW 3 Series, BMW launched a digital campaign that celebrated the evolution of one of its most iconic vehicles while introducing the latest generation to prospective buyers.
The campaign needed to balance BMW's highly structured global brand guidelines with an engaging, premium digital experience that felt immersive, nostalgic, and distinctly modern. The goal was to create an interactive microsite that took users on a visual journey through every generation of the BMW 3 Series, culminating in the launch of the newest model while encouraging visitors to book a test drive.
As the Lead UX/UI Designer at VMLY&R, I was responsible for designing the end-to-end microsite experience in collaboration with a multidisciplinary team and motion design partner, The Kinetic.
The challenge was to create a visually rich, story-driven experience that adhered to BMW's strict brand standards while delivering a memorable campaign that showcased the vehicle's heritage, highlighted the latest features, and inspired user engagement.
Worked closely with designers, developers, strategists, and motion specialists to bring the campaign experience to life from concept through to launch.
Owned the UX and UI design across the microsite, including:
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User journey design
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Information architecture
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Interaction design
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High-fidelity UI design
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Motion and animation collaboration
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Responsive design
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Developer handoff
Designed a scrolling narrative experience that guided users through each generation of the BMW 3 Series, using colour, motion, and progressive storytelling to create a seamless journey from the original model to the latest release.
Recreated and separated the campaign's signature gradient backgrounds from the supplied vehicle photography, enabling independent animation of the vehicles and backgrounds to create a more dynamic visual experience.
Designed layouts that balanced bold imagery with clear typography, carefully managing hierarchy, spacing, and pacing to introduce vehicle features naturally throughout the journey without overwhelming users.
Worked closely with the external motion design team to ensure the visual language, transitions, and animations created a premium experience while remaining performant across browsers and devices.
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Delivered an immersive campaign microsite that successfully celebrated four decades of BMW 3 Series innovation while showcasing the latest model through engaging digital storytelling.
02
The campaign attracted 65,289 unique visitors within the first two months, generating 858 test drive bookings, demonstrating strong engagement and successfully converting interest into meaningful customer actions.
03
The project showcased how thoughtful UX, visual storytelling, motion design, and meticulous attention to craft could transform a product launch into an engaging digital brand experience while remaining faithful to one of the automotive industry's most recognisable design systems.