A new kind
of luxury
A new kind of luxury
A new kind of luxury
Client. BMW AG
Project Lead & Creative Direction.
Wolf One GmbH
Concept, Live-Action, Design, Animation. Unfold
Creative Director.
Alexander Hanowski
Executive Producer.
Andreas Coutsoumbelis
Design, Animation. Lena Steinkühler, Tom Abel, Alexander Hanowski
Music. Supreme Music
Client. BMW AG
Project Lead & Creative Direction. Wolf One GmbH
Concept, Live-Action, Design, Animation. Unfold
Creative Director.
Alexander Hanowski
Executive Producer.
Andreas Coutsoumbelis
Design, Animation.
Lena Steinkühler, Tom Abel, Alexander Hanowski
Music. Supreme Music
For the private launch of 2 new luxury vehicles we collaborated with Wolf One from Cologne to develop an immersive media installation. We created the visual language and handled the content production. We directed a live-action shoot, composed images, animated, simulated, keyed, edited and rendered.
We created a series of Motion Design vignettes exploring the idea of “New Luxury” through amber and dark green palettes, particles, light streaks, typography, and abstract sequences that visualised the inner worlds of two hero characters — metaphors for the cars — creating spatial depth and an immersive audience experience.
About Me
I work with clients and agencies to connect strategic thinking, digital filmmaking and design to create distinctive visual experiences in a sea of sameness. My work focuses on how moving images can transform brand & spaces into narrative experiences — from cinematic storytelling to immersive installations and spatial media.
For more than 20 years, I have been working across motion design, animation and immersive media for international studios, agencies and brands including Adidas, Audi, BMW and Volkswagen. My background includes collaborations with studios such as Prologue in Los Angeles, Imaginary Forces in New York, Sehsucht and Mutabor.
Alongside my commercial practice, teaching and mentoring remain central to my work. As Co-Head of the postgraduate Motion Design programme at the Filmakademie Baden-Württemberg, I am happy to work with the next generation of motion designers and visual storytellers. Student projects are regularly recognised by the Motion Awards, the Art Directors Club and leading international festivals.