One of my first steps into promoting a Greener lifestyle, was to tell my agent IMG I wanted to only work with companies that are trying to do their share to make today’s life & energy demand more sustainable. I am not interested in modeling just for money, I only want to try to connect my face and image with a brand that is doing good. When BMW said they were coming out with electrical cars,  the BMW i3 and i8, and needed to make promotional videos, of course I wanted to do this!

BMW going green

BMW, although they always were on the forefront with their cars already, started thinking how they can make their business more sustainable. They believe in hydrogen, and tried to use this technology in a BMW 7, but now it was time to make an all electrical car.

The BMW i3 is made more for everyday city life, while the i8 is a true sports car. Since I have always had a love for design, I get excited when I see totally new concepts like these ones! Although at the time of the shoot I did not see the actual cars, as they were not present, I know I will soon.

Shooting for BMW

I shot the campaign shots in a studio in NYC, and for the video I travelled all the way to Munich. The shoots were really well arranged and I had a lot of fun doing it. It was my first time to Munich also. I did 2 campaign images and 5 shots for the video:

modeling for green and good brands

When I decided for myself I did not want to model anymore for brands that are known to be not so healthy or good (think junk food like cheap chocolate, alcohol or cheap clothing brands that are known to produce their clothing not in a good way) of course this shrunk all the possible collaborations for me and possible ways to make a living. But I was adamant I wanted to only work with companies that were trying to make a difference.

I always loved BMW’s and wanted to promote Green initiatives, I wanted to do this campaign! So I asked my agent Peter from IMG models NYC to push for me, and I got the job! As I was very picky the past years with jobs, I was happy I would also make some money doing something good, so I could support myself. I just want to try to make it the right way.

Learning about BMW

At the shoot, I also learned a lot about BMW’s new way of thinking. They told me that besides producing the BMW i3 and i8, they were also looking at ways to make all their factories carbon neutral, and they said even small and simple changes that are sometimes overlooked, saved so much energy (and money) that now they claim their factory is indeed the World’s most Sustainable factory.

This is the commercial:

Love, Lonneke

video & pictures by BMW

First published in 2012, updated in 2019