/
1
2
3
4
5
6
·
·
·
·
·
·
Calvin Lai
Creative Director | Copywriter
Customer Journey / CRM
Agency: GALE Partners
Role: ACD
My partner and I led a 10-person team of designers, writers, motion artists, production artists and developers to create BMW USA’s first-ever CRM journey for prospects and owners. By putting the drivers at the center of the experience, we helped grow the brand from the #3 best-selling luxury automaker to #1 in under 3 years.