Welcome and wow.
When you purchase a new BMW this is the first piece of communication that you receive. BMW wanted to give an overview of what they as a brand stand for.
Heavy on crafted details, this piece involved some very complicated printing techniques. Acetate overlays, trace paper inserts, foldouts, contrasting paper stocks and finishes were all lovingly thought out and executed to create a welcoming familiarity. Then, when paired with the BMW app, all of this came to life via augmented reality with videos, 3D models, and extra content giving new owners a one-of-a-kind experience.