As part of a multi-year relationship leading BMW's Arts & Culture work in North America, I assisted BMW in continuing their long-standing partnership with Art Basel, bringing to life their first official vehicle launch using an art platform for the all-new Concept XM. In collaboration with the brand’s Cultural Engagement team we worked with Brooklyn-based artist Kennedy Yanko and hip-hop legend Nas - widely regarded as one of the greatest and most influential rappers of all time - to create a special launch moment.

The event, held at the iconic venue 1111 Lincoln Road by Herzog & de Meuron, was at full capacity, with 500+ attendees on one of the busiest evenings of Art Basel. Attendees included high-profile KOLs from across genres, including Harry Nuriev, Luka Sabbat, Tremaine Emory, Victor Cruz, Joshua Vides, Nyjah Huston, Victoria Brito, Kehlani, Ishod Wair, Timbaland, and Michele Lamy.

This program was widely regarded as a success - garnering 2x BMW's typical engagement rate for content, gathering hundreds of comments from other KOLs, and successfully reaching the global zeitgeist audience target for this launch.