The Vision Behind the Vision – Julia Obermeier, Creative Director BMW Group Design, on BMW’s Neue Klasse Campaign
CREDITS / DETAILS / VIDEO EMBED LINK
CREDITS / DETAILS / VIDEO EMBED LINK
How do you translate a technological vision into an emotionally tangible experience? For the launch of the BMW Vision Neue Klasse, Julia Obermeier, Creative Director BMW Group Design, and her team have managed exactly that: a campaign that goes beyond pure aesthetics – it's a statement of clarity, lightness, and felt innovation.
In her work, futuristic design merges with natural sensory impressions. With lemons, vibrant yellow hues, and the Tuscan landscape, a mood is created that doesn't just show the vehicle – it lets you feel it. Our questions to Julia focused on the inspiration behind the campaign’s color palette, the role of the setting, the balance between nature and technology, and the emotional message BMW wants to convey. What she shared in response goes beyond a classic interview – it's a personal look behind the scenes of a campaign that fuses emotion with the future.
Julia Obermeier: 'For the BMW Group keynote unveiling the BMW Vision Neue Klasse, we wanted more than just beautiful imagery – we wanted to create a feeling. The creative concept was inspired by the term ‘Sprezzatura,’ coined in 1528 by Baldassare Castiglione in Il Cortegiano. It describes the art of making complexity appear effortless – without revealing the labor behind it. That principle is also reflected in the Neue Klasse itself: it stands for clarity, for a new beginning in which technology and design speak a shared language. Reduction as a mindset – but without sacrifice.
Together with our BMW Group design team, we worked hard to bring this attitude to life – not only through the vehicle itself but also through visuals, sound, atmosphere – and even taste. That includes the non-alcoholic signature drink we developed in collaboration with a Munich mixologist – complex, surprising, balanced. Just like the BMW Vision Neue Klasse itself. A journalist summed it up perfectly during the event: ‘This is exactly how the Neue Klasse tastes.’
At a time when generative technologies offer us limitless possibilities, we wanted to return to the essence – and asked ourselves: Where does true lightness originate? Where does technology feel like a sensation rather than a system?
A moment that captured this idea for us: the BMW Vision Neue Klasse passing a clothesline – hung with linens, carefully curated by Studio Britz. At first glance, perhaps surprising. At second: a sensory flash – fresh laundry, summer air, childhood memories. A quiet kind of luxury that doesn’t need to prove anything. We searched intensely: where can a single shot reflect our attitude – without heavy retouching? The yellow corduroy fabric from the vehicle’s interior appears again and again.
Throughout the campaign, we placed citrus fruits, flowers, and garments around the vehicle – symbols of joy, ease, and optimism. The designers who shaped the car are featured in a short film – shown inside the car itself. And we asked ourselves: where do the best conversations happen? One of the most beautiful moments is when you’ve been on the road for a while – and simply stay in the car together, talking.
That’s the atmosphere we captured on our car ferry. There, the designers speak about what inspires and motivates them. Working with Chris Schwarz (director), Daniel Obradovic (cinematography), and David Daub (photography) was a true gift. Their distinct styles gave this vision its soul – a blend of Italian lightness and German clarity – captured with sensitivity and curiosity. For me, this project was a true passion piece. Because it shows how much love, detail, and team spirit go into things that ultimately feel completely effortless. And because it gives a glimpse into a new era – one that doesn’t just look different, but feels different, too.'
Here on GoSee, we’re showcasing this poetic and visually striking campaign. In September, BMW will present the new BMW iX3 for the first time at IAA MOBILITY in Munich – the first model of the next-generation all-electric “Neue Klasse” line. Stay tuned – we’ll be reporting.
GoSee: juliaobermeier.de
CREDITS
Director Chris Schwarz
DOP Daniel Obradovic
Client Clemens Großlercher (BMW Specialist Design Communication), Julius Schuster & Till Jenninger (BMW Group Design Team / Photography)
Production doity Produktion GmbH / Terminal Loudpictures (Service Prod)
Art Director Chiara Guadagnini
Editing Andrew Holmes
Sound Design staubaudio.gmbh
Music 2weimusic
Styling Veronica Ruggeri
Set Design Studio Britz
Photographer David Daub c/o WILDFOX RUNNING
CREATIVE LEAD Julia Obermeier (Creative Director BMW Group Design)
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