BMW wants to showcase its new top-of-the-line model in the M2 family. The trick is, the car can’t be bought. They only made 710 of them, and all of them have already been purchased. The brief was to come up with a unique brand tone to showcase this elusive car in a way that not only fits BMW’s previous ToV but also has a little more playful side to it. I was tasked with brainstorming some stand-out digital, physical, social media-driven concepts and scripts that would catch eyes and attention.