BMW, Rogers Cup

BMW,
Rogers Cup

Client

BMW

Project Date

August 2019

Category

art direction · event branding · motion graphics & video · social media · web/ux

As BMW Group Canada transitioned from golf to tennis sponsorship, I played a key role in shaping their introduction to the sport through a multi-faceted brand experience at the Rogers Cup. This began with a high-energy video that established BMW’s vision and excitement for tennis, creating a memorable first impression for both internal stakeholders and fans.

Building on this momentum, I later led the UX/UI design for an interactive matchmaker game, allowing attendees to discover their ideal BMW model through a fun, personality-driven quiz. To reinforce BMW’s presence, I also designed bold experiential event signage, ensuring a seamless and premium brand experience throughout the tournament. By combining dynamic storytelling, interactive engagement, and immersive branding, these initiatives helped BMW establish a strong and lasting presence in Canadian tennis.

ROLE & CONTRIBUTIONS

Video Editing & Motion Graphics:

Created BMW’s official introduction video, combining high-energy visuals, motion design, and dynamic storytelling to establish an exciting first impression of the brand’s entry into tennis.

UX/UI Design:

Led the design and user experience of an interactive matchmaker quiz, allowing Rogers Cup attendees to discover their ideal BMW model through an engaging, swipe-based personality test.

Experiential Event Signage:

Developed bold, high-impact signage and environmental graphics to reinforce BMW’s presence at the tournament, ensuring a premium and immersive brand experience.

CREATIVE APPROACH

The introduction video utilized fast-paced editing, motion graphics, and dynamic storytelling to build excitement around BMW’s foray into tennis. For the matchmaker game, the UX/UI was designed to be intuitive and engaging, leveraging image-driven personality choices to create a fun, interactive brand experience. Supporting these activations, bold and immersive event signage reinforced BMW’s brand presence, creating a seamless visual identity throughout the tournament space.

RESULTS & IMPACT

The introduction video successfully positioned BMW as a dynamic new partner in Canadian tennis, resonating with both internal teams and tennis fans alike. It set the stage for a compelling brand presence at the Rogers Cup, which was later reinforced by the interactive matchmaker game and experiential event signage, driving meaningful engagement and brand affinity on-site. Together, these initiatives established BMW as a key player in the tennis sponsorship landscape, blending powerful storytelling, interactive fan experiences, and immersive branding to ensure a lasting impact.