The X3 doesn’t follow in the path of others. It carves its own path, leaving a piece of art in its wake.

Client: BMW

Agency: DFI Studio Inc.

August 2022

An artist sits in front of a blank, white piece of paper.

He doesn’t draw what has already been drawn.

There are no color-in outlines on a blank piece of paper.

The only person determining the path of the brush is the artist, and only the artist.

Just like the artist, the X3 lies awake in the expansive white salt flats of Utah. A blank canvas alike a piece of paper with infinite possibilities and paths for it ahead.

The BMW X3 isn’t just a car for anyone. It’s meant for the thinkers, creators — those who value personal expression. It’s not a follower, but a trendsetter.