BMW

This was the winning pitch proposal developed by CREA’s creative team for the BMW plant inauguration event in San Luis Potosí, Mexico, in 2019 — the location where the iconic 3 Series is now produced.

The proposal was presented in a hard-cover book delivered to BMW executives, detailing the full experience designed for the event: from the welcome cocktail and brand history, to the main audiovisual show, dinner, ceremonial activities, gift packages, and event logistics.

The creative concept drew inspiration from the “nierika” — a symbolic element from the Huichol culture representing the connection between past and present. This was translated visually through intricate, nature-inspired textures featuring sacred figures like the deer, reimagined with elegance and minimalism to align with BMW’s refined brand identity. The main challenge was merging cultural depth with a sleek, contemporary aesthetic in a way that felt both respectful and sophisticated.

My role focused on editorial design and layout for the book’s interior, ensuring clarity, consistency, and visual impact throughout the presentation. The printed proposal played a key role in winning the pitch and moving the project forward with BMW.