BMW STEP RECRUITMENT CAMPAIGNS AND SITE CONTENT

When redesigning the BMW STEP recruiting websites, we determined video content would play a huge part in speaking to a target demo that grew up watching short form video on TikTok and Instagram. We developed a multi-pronged content strategy that would incorporate high concept creative videos, short form documentaries, and testimonials from alumnae, dealership management, students, teachers, and administrators. We executed this strategy for three different STEP programs and later turned repurposed the assets into paid ad campaigns to drive traffic to the sites..

Scripted, directed, and edited by Thom Pavia.