Justin O'Shea Experiences the Duality of BMW's M5 Sedan

BMW presents the M5 powering into a new era with its first electrified drive system through a new campaign, 'Duality Untamed.' This campaign not only delves into the dualistic nature of the BMW M5 but also its drivers, showcasing both its dynamic racetrack drive experience and comfort for regular and long-distance travel. The narrative highlights the vehicle’s electrifying performance and innovative design, unlocking its full potential for drivers.

To capture the essence of this duality, BMW has collaborated with the man of creative extremes, Justin O'Shea. Known for his versatile lifestyle and passion for high performance, Justin’s distinct dual persona mirrors the BMW M5 Sedan's sleek style and power. This partnership brings authenticity and a unique narrative to the campaign.

Directed by Knut Burgdorf and produced by Parasol Island, the film explores two contrasting worlds: the adrenaline-fueled scenes of the powerful performance world and the serene journeys characterised by the quiet hum of electric power, providing true comfort. Shot across Barcelona to capture progressive, urban footage and Almería’s racetrack for high-performance sequences, the film beautifully encapsulates the duality of the M5. Complementing the film, photographer Agnieszka Doroszewicz conducted a separate photoshoot, further reinforcing the theme through still imagery.

“It’s not very often that the personality of the car and the protagonist are so in sync. Although the M5 is a dream car, I tried to stage the film in the here and now, making the dream relatable. Every car enthusiast can relate to becoming a different persona by feeling the power of such a car. This feel is what I wanted to portray. And Justin is the perfect protagonist for that,” said Knut Burgdorf, director.

The 'Duality Untamed' campaign will launch globally, with a comprehensive digital and social media strategy targeting BMW’s core markets across EMEA, APAC, and the United States.