BMW China launched a short film, “Bless My Wish,” on the eve of Chinese New Year, aiming to deepen its cultural resonance with Chinese consumers. The release coincides with the Year of the Horse in the Chinese zodiac, a symbolically significant timing given BMW’s popular nickname in China, “The Best Horse.”
The film project was spearheaded by Kama Zhang, Chief Creative Officer at Karma Shanghai, who enlisted Jody Xiong, a highly acclaimed director and visual effects expert, to lead the creative execution. Xiong previously served as the visual effects director for the opening ceremony of the Beijing Winter Olympics and was recognized as the No.1 most awarded Chinese creative leader by Campaign Brief Asia in both 2024 and 2025, following his work on promoting the ancient city of Yotkan in Xinjiang with “Magnificent.”
The core of the campaign involved the creation of twelve large-scale installation artworks, each mounted on the roof of a different BMW model. These installations, a blend of mechanical engineering and handcrafted artistry, were then driven through prominent locations across Shanghai. The film documents these journeys in a documentary style, capturing the vehicles as they navigated the city’s landmarks.
“Bless My Wish” features symbolic objects deeply rooted in Chinese New Year traditions – lanterns representing brightness and hope, chopsticks symbolizing togetherness, and tangyuan (sweet rice balls) signifying family reunion – each embodying a traditional blessing for the new year. The installations transform the BMW vehicles into mobile representations of fine fortune, reinforcing the brand’s “Best Horse” association with auspicious wishes.
Beyond the film, the project functioned as a public art exhibition, drawing substantial crowds throughout Shanghai and generating significant online engagement, reportedly reaching tens of millions of impressions.
The creative team included Summer Du, Creative Director from MOD; Lamb Ruan, Qiyang Zhang, and Ziggy Deng, Art Directors; Jasmine Zhang, Group Account Director; Shiki Hong, Account Manager; Wang Gang and Yan Binkai, responsible for props; Guo Yonghong, Director of Photography; Wang Yu and Liu Yang, Editors; Zhang Yingjie Studio for color grading; Yu Lu, Sound Designer; and Jody Xiong and Chen Ye, Installation Designers.
BMW’s move comes after a strong 2025 in China, with the company exceeding 625,000 deliveries. The automaker has announced plans to introduce 20 new models in China during 2026, signaling continued investment in the market. The company is also navigating a competitive landscape where several automakers, including BMW, Volkswagen, and General Motors, have recently reduced prices despite regulatory concerns.
