BMW – THE HUNT

THE BACKGROUND:
BMW WELT isn’t just a place to experience all things BMW—it’s one of Bavaria’s biggest attractions, pulling in around three million visitors a year.
My job? To make the museum exciting for Gen-Z by collaborating with creators.


THE IDEA:
Instead of churning out another “come with me to…” video, I wanted to create something with personality and humour. Taking inspiration from A Night at the Museum, I got access to the BMW Museum after hours and invited creators from the UK and Germany for a one-of-a-kind experience: a nighttime adventure called The Hunt.

Hosted by @Itssarahgordon, The Hunt brought together @Callumcars, @Ttylas, @Ledorscars, and @EvieClark, who were given clues and riddles to solve as they explored the museum. The fastest to crack the codes and complete the tasks walked away with ultimate bragging rights as The Hunt Master.

Beyond the scavenger hunt, I collaborated with the creators to produce additional content inside the museum, ensuring everything they made was authentic to their unique styles.