The new car was going head to head with the iconic Mercedes S-Class. Our job was to really explore the mindset and motivations of the Mercedes S-Class driver and use this knowledge to develop a winning story for the BMW 7 Series. We spoke to private owners, corporate buyers, chauffeurs and industry experts.  We went on drives with them; we met them in their favourite hotels, bars and restaurants, as well as in their homes, and even in the car wash. They generated creative collages to access their emotional thinking and we documented everything we found with rich photojournalism. It was a fascinating road trip that contributed directly to the success of the big launch.