BMW presents the global campaign for the new M5 sedan with the title ‘Duality Untamed’, which was produced by Media.Monks Germany together with style icon and Fashion Designer Justin O’Shea. From working as creative director at Brioni or launching his own fashion label SSS World Corp. to his present role as CD for the spirits portfolio at LVMH, O’Shea appreciates extremes and supposed contradictions. Characteristics that are perfectly reflected in the all-new BMW M5.

Directed by Knut Burgdorf, it was shot across Barcelona to capture urban footage and Almería’s racetrack for high-performance sequences (production: Parasol Island). Complementing the film, photographer Agnieszka Doroszewicz conducted a separate photo shoot.

“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... more