BMW x Facebook Hackathon


Along with four other luxury brands, BMW was invited to Facebook’s Manhattan HQ for a week-long hackathon.

Using Instagram’s latest ad product, the Instagram Stories Canvas Unit, our objective was to create an innovative experience that feels native to the platform.

Agency Critical Mass
Chief Creative Officer Conor Brady
Associate Creative Director / Copywriter Gio Serrano
Art Director Stephanie Gerbino
Colby O’Neil
Production The Colonie @ Facebook

Role ACD; Concept & art direction

Borrowing from the the first-ever X2’s flipped kidney grille, and the realization that Instagram doesn’t reorient when the user flips their mobile device, we created the ad unit entirely upside down, driving home the strategy for this particular model: this rebellious model is for those who #unfollow.

We won the $10,000 media prize at the end of the Facebook Hackathon, and the unit dovetailed into The Unfollowers Project — the creative campaign developed by KBS.