February 27, 2025

BMW XM PERSONALITY

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For the 2024 BMW XM, we set out to capture a clash of forces—raw speed and power versus bespoke luxury. BMW asked us to showcase not just one, but two bold personalities: the XM and the XM Label, a high-performance SUV with a 4.4-liter BMW M TwinPower Turbo V8, over 160 mph top speed, and a 0–60 time of just 3.4 seconds.

Editing this spot meant embracing that duality—precision meets aggression, muscle meets artistry. The XM’s brutalist design, its sweeping roofline, and first-ever vertical quad exhaust make an unmistakable statement. It’s a machine built for both domination and distinction—just like the film we cut to match.