The OXYGEN Project.

When we ask our employees what best represents the identity of the BMW Group France, one word immediately crosses their minds: Passion. This prompted us to create a project to highlight this passion. 

Passion drives motivation and the desire the overcome. It fuels the will to innovate and share. And passion is also a source of pleasure! Passion electrifies our bodies and minds. It makes us want to go further, to give our best, to surpass ourselves until we reach that state of excitement and that feeling of fulfilment. Passion is something one feels. Like a breath of fresh air. Is it visible? Yes! It shows through a person’s attitude, expression, or involvement in any activity.

Through the work of photographer Léo d'Oriano, BMW Group France wanted to reveal the passion embodied by four of our employees (Alphabet, BMW Financial Services, BMW France, BMW Distribution). Like a breath of OXYGEN, dive into this artistic universe and feel the emotion that is part of our Group's identity.

Because passion and pleasure are part of the BMW Group’s DNA, the Group wishes to celebrate this core value, which is as essential at work and on a personal level, through organising a set of specific events aimed at both internal and external audiences: An exhibition at the Hélice showing the artist's recent photographic work (1 diptych per employee). A 51-second video featuring employees expressing what passion means to them and how it shines through their personal and professional activities. Code name: “Oxygen”. A series of social media posts highlighting this content and those who participated in the project.

The production process involved four immersive shooting sessions in various locations. The aim was to follow the employees as closely as possible as they went about their respective activities. It also included four photo sessions in the places where they expressed their passions. 

Maxime Lanthier: Associate at BMW Group France. He is passionate about photography. His goal? To capture the essence of an object.

Julie Ruault: Associate at BMW Group Financial Services. She practices Thai boxing. When she puts on her gloves, we discover her in a new light.

Émilie Michel: Head of Internal Control, Operational and Credit Risk Management at Alphabet France. She is at one with her harp.

Mathieu Saldana works in the Niederlassung. He is a motorbike and performance enthusiast. Photographer Léo d’Oriano captured his expression after a race exceeding 200 km/h.

It was essential for us to illustrate this passion and to be able to pass it on to candidates, clients and visitors at our headquarters, the Hélize. 

The photographer, Léo d'Oriano, studied at the Gobelins, a famous French arts and photography school. Thanks to the partnership between our communications department and his school, we had the opportunity to meet and collaborate with him.