We were brought on to help BMW mark 50 years of the 3 Series with a TikTok Effect that blends playful interaction and brand storytelling. In collaboration with creative director Clara Bacou, we designed the experience to lead players through seven eras of the 3 Series, each level revealing an iconic model. Users steer the car with head movements, dodge obstacles, and collect trophies to unlock the next generation.

Navigating TikTok’s 8 MB limit demanded precision: we iterated core visuals and gameplay until arriving at a polished 2D/3D hybrid. Our scope included building the control logic, optimizing 3D models, refining transitions between levels, and layering sound cues that underscore pacing and impact. The final effect now lives on BMW’s official TikTok account, ready for fans to play, share, and explore the 3 Series legacy.