MARIO ZARADIC

MAKE IT REAL

Redefining joy in the age of AI and digital culture. The BMW iX2 Global Campaign.

MAKE IT REAL - BMW iX2 GLOBAL LAUNCHCAMPAIGN

In Make it Real, virtual influencer Lil Miquela escapes the Metaverse to explore the beauty of reality, accompanied by the highly digital BMW iX2. Acting as a bridge between two worlds, the iX2 offers genuine access to what was once untouchable. The campaign highlights the harmony between humanity and technology, showcasing the iX2 as a metaphor for physical sensation.

Directed by Stefanie Soho, this modern fairy tale resonated globally, sparking significant buzz with its timely narrative. A testament to BMW's vision of joy and innovation, it reinforced their brand promise: 'Freude Forever.'

Role: Creative Director 
Agency: Monks Berlin / The Marcom Engine

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 “Like Pinocchio, Dorothy’s friends in Oz and the AI from “Her”, Lil Miquela just wants to become real”  AdAge 
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POWER OF PRESENCE
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MOVING MOMENTS

Selected Works
MOVING MOMENTSX3 GLOBAL LAUNCHCAMPAIGN
DUALITY UNTAMEDBMW M5 GLOBAL LAUNCHCAMPAIGN
THE THIEFBMW SERVICE CAMPAIGN
BMW WORLDVIRTUAL PRODUCTION ENVIRONMENT
MACHT KUNSTKUNSTHALLE OPENING CAMPAIGN
THE JOURNEYAUDI CHINA CONTENTFILM
SATURN SPORTSBARINTERNATIONAL TVC
HEAD MEETS HEARTVW ID.4 GTX INTERNATIONAL LAUNCH FILM
POWER OF PRESENCEBMW X5M X6M ARTWORK

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