Illustrated the tennis-meets-motorsport visual language and developed the event identity across vehicle back walls, digital placements, and on-site activations. Worked closely with Cekai Studio to bring my storyboards to life across LED boards and jumbotrons throughout the grounds.

Indian Wells is defined by light, color, and fun. The challenge was to translate BMW’s precision and performance into a language that felt native to the environment.

Powered by Precision

Rigorous dedication to craft. An unending obsession with detail. Excellence achieved through a precise balance of elegance and power. It’s what defines BMW as the Ultimate Driving Machine, and what shapes the experience of Indian Wells.

I developed a visual identity that brought energy and play to BMW’s performance DNA, blending the dynamic curvature of driving with iconic tennis elements.

The system balanced athleticism and elegance through expressive motion, disciplined geometry, and a vibrant palette inspired by the light and energy of Indian Wells. It extended across animated LED boards, jumbotrons, vehicle display back walls, and digital placements, integrating BMW into the destination in a way that felt playful, refined, and unmistakably BMW.