BMW: THE SPECIAL
The New York Times’ first branded podcast.
The opportunity
BMW wanted to position their new SUV as the perfect car for urban exploration. So we created a podcast that traveled the country to see how food drives culture.
The work
We traveled to six cities and talked to chefs, farmers, artists, and more about the unique connection between food and culture. We went inside kitchens, homes, and studios to give listeners a genuine feel for each location.
The results
By doing real reporting across the country and pairing it with beautifully directed photographs, we were able to create a podcast that was truly engaging, resulting in it becoming the #1 Arts & Leisure podcast on iOS.
