Photographer Magnus Winter and Directing DOP Jens Wirtzfeld bring BMW M’s first-ever fragrance collection to life through a striking launch campaign developed by Jung von Matt.

Set within an industrial studio environment, the film and stills capture iconic BMW M moments through dynamic flashbacks, merging raw power with refined sensuality. The visual language links scent and speed, creating an expressive and sensorial experience.

With this campaign, the BMW M Fragrances are introduced to a new, younger, and more diverse audience – marking an evolution of the brand beyond the world of automotive performance.

“Working on this project with the BMW Lifestyle team, JvM, Jens, and the rest of the crew was truly a pleasure. Huge thanks to everyone who helped bring the campaign on air,” Magnus Winter tells gosee.news about the production.

BMW Lifestyle on the fragrance:: "A scent shaped by the future. Introducing our electrifying new BMW M fragrance. 🍋 It opens with the sharp, zesty aroma... more