BMW Middle East

Story of an Enigma

Agency: Serviceplan Middle East


BMW XM ‘Story of an Enigma’ is an online and social media campaign filmed from an unusual perspective. The star of the film is an enigmatic character, whose personality is revealed through a series of interview clips where ‘his’ inner circle describe his personality. “If you think he’s good with people, you should see him with horses”, “he doesn’t do off the shelf”, “If he did hair, I’d only trust him to cut it” are some of the quotes about the enigmatic central character. The denouement reveals that the car gliding through the desert during the ad is the enigma, with a tagline asking ‘what’s the XM side of you’.

The campaign rolled out on TIKTOK, Instagram and online.

Serviceplan Middle East Executive Creative Director Nishant Shah comments: “BMW XM has a big personality. One that’s readily charming, but also mysterious in equal parts. It’s an enigma. It’s a vibe. With all its tastefully put together bells and whistles; lights and leather. The XM is effortlessly charismatic and fashionably misunderstood.”

Just like some of the people we know or have heard about — the elusive ones. Their legends precede them. Everyone has a story about them. Some real, some others made up.

So we decided to go on a hunt for one such imaginary tastemaker; piecing together their lore with personal accounts and stories told by their inner circle. Is this a phantom creature, or based on a real person? Is it a documentary, or inspired by true events? We cannot confirm nor deny. The same for his posse. The only thing we know for sure, is that he doesn’t buy shoes off-the-shelf.

This professional campaign titled 'Story of an Enigma' was published in United Arab Emirates in February, 2024. It was created for the brand: BMW Middle East, by ad agency: Serviceplan Middle East. This Integrated medium campaign is related to the Automotive industry and contains 1 media asset. It was submitted 9 days ago.


Team – Serviceplan Middle East
Managing Partner - Natalie Shardan
Client Services Director – Rawida Saade
Business Director – Karim Mroueh
Head of Strategy - Frances Bonifacio
Chief Creative Officer - Akhilesh Bagri
Executive Creative Director - Nishant Shah
Creative Director - Andre Couto
Associate Creative Director - Kenneth Barnes
Associate Creative Director - Aashna Gopalkrishnan
Arabic Copywriter - Nehal Salah
English Copywriter – Zein Sadedin
Associate Creative Director - Rana Ahmad
Senior Arabic Copywriter – Fatimah Sanba
Digital Art Director – Yasir Ali
Studio Finalizer – Noushad Palempadiyan
Senior Account Manager - Gonca Gorgulu
Account Manager - Tania Zebian
Agency Producer - Geetika Sood

Team – Boomtown
Director: Hadi
DOP: Grimm Raoul
Production: Boomtown Productions
Executive Producer: Shane Martin
Executive Producer: Bruce Macdonald
Producer: Luke Morcos
1st AD: Michael Alan Hoyte
Editor: Mannu Singh/Javier Ramos
Colorist: Pana Argueta
Online: Suresh Nair
Sound Design: MangoJam
Production Manager: Georges Khalaf
Prod Coordinator: Kim Mantua
Prod Coordinator: Ben Besmonte
Prod Coordinator: Walid Wazir
Focus Puller: Matthew Macdonald
2nd AC: Rian McLoughlin
Sound Engineer: Simon Charles
DIT: Saul Barran
HMUA: Merve Cangokce
Wardrobe Stylist: Celia Jane Ukwenya
Wardrobe Assistant: Sarah Manaal
Art Director: Jing Jacinto
Props Master: Tamaryn Baker
Arabic Consultant: Shemsah Musabih


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