At CES 2025, BMW introduced its next-gen in-car interface — Panoramic iDrive and Operating System X — in a campaign that had to feel as bold as the tech itself. Directed by Cam Busby and brought to life by Daydream, in collaboration with Pacific, Elasticine, and The Game, the rollout spanned cities and formats, balancing cinematic polish with lightning-fast recaps. Anchored by Ken Jeong and Tim Meadows, the work mirrored the product: sharp, unexpected, and designed to disrupt the ordinary.