For the new BMW X1 campaign with the claim “Choose What Drives You”, renowned transportation specialist AGNIESZKA DOROSZEWICZ was once again behind the camera. Her contemporary visual signature – defined by clean forms, urban aesthetics, and dynamic compositions - places the BMW X1 in a modern and confident visual universe.
BMW highlights the idea that freedom means having the power to choose, and this mindset forms the conceptual backbone of the campaign. With three powertrain options, the BMW X1 addresses different driving styles and personal lifestyles. The campaign invites drivers to select the model that best aligns with their values, needs, and individual way of life.
The production was realized on behalf of Christina von Jakubowski of the BMW Group. Creative direction came from Jung von Matt, who have been developing iconic and award-winning brand content for BMW for many years.
In this series, Agnieszka combines her precisely orchestrated lighting with an immediate and authentic atmosphere. The BMW X1 appears both elegant and functional – a vehicle that thrives in the urban environment just as much as in an active, modern lifestyle.
