BMW BNP Paribas Open

Indian Wells

EXPERIENTIAL: ART DIRECTION, DESIGN & ILLUSTRATION

The challenge was to capture the vibrant energy of Indian Wells without compromising BMW’s luxury positioning.

To solve this, I created a visual identity that seamlessly blends the dynamic curvature of driving with iconic tennis elements. The illustrations strike a balance between athleticism and elegance, evoking motion, precision, and performance.

The system extended across multiple touchpoints: animated visuals for on-court LED screens and jumbotrons, bold backdrops for vehicle displays throughout the Tennis Garden, and digital assets for promotional campaigns. The work integrated BMW into the tournament’s energy and prestige.