Client
Financial Times × BMW Series 4 Coupé
Project type
Branded content hub
Role
Creative direction · Experience design (UX/UI)
Context
A lifestyle-led branded hub developed to position the BMW Series 4 Coupé within a contemporary,
aspirational
cultural frame — combining design, performance, and everyday desirability. The narrative extended
beyond the
vehicle itself, using location and social influence to situate the car within real, relatable moments
of modern
life.
Audience
Established professionals with financial independence and a strong interest in style, mobility, and
active urban
living.
Approach
Defined an editorial and visual framework that balanced aspiration with authenticity, integrating
influencer-led
storytelling into a cohesive digital experience designed to feel curated rather than promotional.
Deliverables
A bespoke, responsive content hub supported by digital display advertising across ft.com and
tailored
social assets for multi-platform distribution.
Campaign duration
One month.
“Over six months, Gian and I collaborated on pitches and live projects for luxury clients. He brought clarity and refinement to pre-sale materials, translating brand ambition into confident visual direction, and led delivery from initial kick-off through to the launch of fully realised content hubs, including BMW. I valued his calm approach, sharp taste, and deep understanding of the luxury sector throughout.” Pip Usher, FT Luxury Cintent Director
The branded content hub introducing the BMW Series 4 Coupé partnership on Financial Times, framing the campaign as a lifestyle journey where design, travel, and personal taste intersect.
A long-form editorial module blending destination storytelling with brand integration, designed to immerse readers while maintaining the clarity and credibility of FT partner content.
An interactive 360° product experience allowing users to explore the BMW Series 4 Coupé in detail, combining editorial context with intuitive UX to encourage deeper engagement.
A strategically placed call-to-action translating inspiration into intent, designed to balance brand storytelling with measurable commercial outcomes.
