BMW x BFI – Award-Winning Short Filmmaking Challenge (.monks)

In partnership with the BFI, BMW collaborated with filmmakers on a short filmmaking challenge. With guidance from the hugely talented Michaela Coel and a panel of esteemed judges, including Ncuti Gatwa, Terri White, and Asif Kapadia, shortlisted filmmakers received mentorship during the process. The winning film, WE COLLIDE, by Jason Bradbury and Cheri Darbon, premiered at the Closing Night Gala of the BFI London Film Festival. The initiative went on to win Gold at The Drum Awards for Content in the Editorial Partnership category.

As the campaign's content strategist, I ensured that the mentorship and judging process resonated with digital audiences through tailored channel recommendations and strategic guidance across the tease, launch, and sustain phases. I also led the end-to-end planning, shaping how mentors’ and judges’ content came to life across platforms. This included content recommendations for the red-carpet event at BFI and behind-the-scenes storytelling to amplify the campaign’s reach and impact.

The BFI Partnership campaign generated over 360K impressions across Facebook, Instagram, IG Stories, LinkedIn, Twitter, and YouTube, with Facebook emerging as the primary channel. Other platforms also contributed significantly, ensuring strong reach through a mix of video and image content.

The campaign achieved an aggregate engagement rate of over 1.42% across all channels, with both photo and video content driving interactions. Additionally, the campaign generated hundreds of clicks to the registration pages, successfully encouraging participation in the challenge.