05 / 07 Brand partnerships
BMW
Cultural programme, South Africa
Context
BMW organised a cultural tour of South Africa around its long relationship with contemporary art, and invited me to take part - to meet the artists, have the conversations, and turn them into something readable.
Challenge
Translate a global brand's cultural values into an authentic narrative that would land with the contemporary art community, without sliding into sponsorship communication.
My role
Shaped the cultural and editorial framing, led artist interviews and coordinated the output with the artists, the creative stakeholders and the BMW team.
Outcome
Artist-led editorial that positioned BMW as a participant in contemporary artistic dialogue rather than a logo underneath it.
Results
- Artist-led editorial content developed for a public audience
- Art, storytelling and brand identity in one collaboration
Images
