BMW X Vogue Future Creators Competition (.monks)

To push the boundaries of design and sustainability, BMW, in partnership with Vogue, invited emerging fashion and jewellery designers—students and recent graduates—to create a piece inspired by the sleek lines, advanced technology, and luxurious feel of the BMW Vision Neue Klasse vehicles.

Beyond the recognition, each winner received a £5,000 grant to bring their vision to life and an exclusive mentorship experience in Munich, where they visited BMW Group’s headquarters for a rare behind-the-scenes look at the design studio and worked closely with the BMW Design team to refine their concepts.

The Judges:
Simone Rocha – Renowned Fashion Designer
Julia Hobbs – Fashion Features Director, British Vogue
Charlotte Kanters – Senior Colour and Materials Designer, BMW

My role was to develop a channel strategy to drive awareness of the content—from initial competition promotion to collaboration with Vogue and BMW. This included the creative direction of assets for BMW channels, strategic and shoot consultancy, and regular meetings with Vogue and BMW. I was also involved in making recommendations for paid activity, ensuring maximum engagement and visibility for the campaign stages.

Activity generated positive sentiment and awareness, with engagement rates ranging from 2-4%