According to BMW, the partnership is designed to connect the brand with Spider-Man's global, cross-generational fanbase while reinforcing its positioning around innovation, technology and cultural relevance. Created by Jung von Matt Hamburg in collaboration with BMW, the teaser was directed by Hot Icarus and produced by Parasol Island. To support the collaboration beyond the cinema, BMW has also unveiled the one-off "BMW iX3 Flow – Spider-Man: Brand New Day". “The launch of the Neue Klasse and Spider-Man: Brand New Day could not be more fitting. BMW is not the only brand tapping into the latest Spider-Man film as a marketing platform.