Bruce Bildsten is a writer’s writer, a creative director with an undeniable gift for identifying and nurturing talent, and most recently a groundbreaker in reinventing in-house.

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BMW FILMS

Bruce led the team that created BMW Films, a series of short films starring Clive Owen as an enigmatic driver for hire and featuring and directed by a who’s who of Oscar- winning talent. A Harvard Business School case study for marketing effectiveness, BMW Films remain the gold standard for branded web-based entertainment, winning every top creative award.

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BMW films
Double exposure poster featuring a man's profile and a helicopter, with the title 'The Escape' and tagline 'So that one may live'.
A promotional poster for the movie 'The Escape' featuring a woman's face blending with a motion-blurred cityscape, including a highway and cars, with the tagline 'So that one may live' at the top.
The poster for the movie 'The Escape' features a profile of a smiling man in a suit, with a car below him and a book open in the background.
Promotional webpage for the film 'Beat the Devil' featuring a man in a black coat standing in front of a cityscape, with a vintage racing car and a small image of a man's face labeled 'The Hire'. The text includes film details, cast, production credits, and options to view trailer or film.
Large billboard on a building advertising a film release. The poster features a man in a dark coat with a cityscape and a car in the background. Text reads "OCT 24," "bmwfilms.com presents," "The Hire," and "3 new short films."
BMW films

BEST BUY

After two plus decades leading creative at Fallon, Bruce went brand side, building an award-winning creative agency for Best Buy. He recruited top talent and built an enduring creative culture that resulted in Best Buy winning the ANA’s 2025 In-House Agency of the Year.

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Best Buy design system
Black and white collage featuring a close-up of an eye at the top, a photo of a girl with braids, and an outdoor scene with two young women, along with text emphasizing opportunities for kids in technology, training, mentorship, and a goal to give 1 million kids a brighter future through tech education by 2020.

THE fallon decades

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THE fallon decades 〰️

Bruce was one of the original creatives at the renowned ad agency Fallon. A writer’s writer, Bruce’s finely crafted print advertising for brands like Porsche and BMW are so timeless, they’re still celebrated on social media. As a creative director, he recruited legendary talent and helped build a culture that consistently created famous work for important brands.

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PORSCHE

A collection of vintage Porsche car advertisements featuring various Porsche models with text promoting the cars' features and benefits.

Bruce personally wrote ninety-eight print ads for Porsche. The messaging must resonate since they still pop up on social media almost daily.

Side view of a classic blue Porsche sports car against a dark background with white gradient lighting. Text in the upper right corner reads, "The body is guaranteed for ten years. The soul will last forever." The Porsche logo is at the bottom right.
Side view of a vintage silver Porsche roadster with a black background and white text in the upper right corner.
Red Porsche convertible sports car against a dark background with a quote about mental parking, Porsche logo at bottom right.
Front view of a black Porsche 911 sports car with the Porsche logo on the hood, against a dark background, with text on the upper right listing product benefits and Porsche branding at the bottom.

TIMEX

We took Timex’s iconic tagline “Takes a licking and keeps on ticking” and found extraordinary people who had done the same—portraits by the great Hiro. Television spots revived the famed torture tests, this time with a twist.

Three medical professionals, two women and one man, are gathered around a table in a clinical setting, engaged in a discussion.
A man with short dark hair, wearing a black turtleneck, sitting against a plain white wall, with a serious expression.

BMW

A black BMW coupe car parked outdoors against a cloudy sky, with the text 'U.O.U.' in the upper left corner.

Beyond BMW Films, Bruce created ads that brought the joy of driving The Ultimate Driving Machine to life viscerally and elegantly.

A vintage car is balanced on a seesaw with a man sitting on the right side. The man is dressed in a suit and hat, and the setting appears to be outdoors near a large ornate gate, surrounded by symmetrical hedges or trees. The scene is in black and white, with a caption below discussing the balance between responsibility and joy, featuring the BMW logo.
Close-up photograph of a BMW car gear shift knob with a fiery background.
Red sports car driving at night with light trails and a sunset in the background; overlayed text says, 'Your brain tells your hands to turn. The car responds as if it were eavesdropping.'
Silver BMW coupe driving on a road with a blue motion blur background and musical notes and staff lines overlaid, promoting the BMW 3 series coupe.
A silver BMW coupe driving on a blurred blue road background with a simple line drawing of route A to B below the car. BMW logo at the bottom right with the text 'The new 3 coupe. The Ultimate Driving Machine.'
A silver BMW Z3 car speeding on a road with a background of blue streaks, labeled as the new 3 coupe with BMW logo at the bottom right.

DALMORE

A scotch so perfect it’s blasphemy to even add a splash or an ice cube. A tasteful example of Bruce’s motto “simple wins”.

CADILLAC

Inside view of a 2012 Cadillac CTS-V Coupe showing leather seats with yellow trim, dashboard with navigation system, and a scenic mountain landscape outside through the windshield.

Caddy was moving from your grandfather’s car to bold performance cars that put BMW and Porsche on notice. And the messaging reflected that.

UNITED

Reflection of a person wearing glasses and a dark jacket, holding a sign that says "United," on a shiny, curved surface with a white textured background.

We took Timex’s iconic tagline “Takes a licking and keeps on ticking” and found extraordinary people who had done the same, portraits by the great Hiro. Television spots brought back the famed torture tests, but with a twist.

Close-up of a vintage educational illustration showing a man's face, two shoe insoles, and a child's face with large ears and eyes.

PBS

A collage of scenes from a documentary, showing a man looking into a mirror, a hand holding a photograph of a woman yelling, a close-up of a photocopier, a man reading papers in a living room, a strip of printed photographs, and the PBS logo with the words "Stay curious."
A red sign with partially visible white text reading 'autos delivered here in' and a green elevator button below it. Adjacent there is a row of vending machines or similar appliances with various designs and images, including a logo with a face.

Rather than make commercials, Bruce’s team enlisted top filmmakers to create short films about curiosity. The films won two Emmy awards.

A goldfish swimming in a round glass bowl with green aquatic plants and black and white gravel, placed on a white table with scissors and a container nearby. Sunlight coming through a window in the background.
Sequence of images showing a goldfish in different scenes: in a room, outside in water, in a glass of water, with a reflection, and with an inspirational quote 'Be more fearless'.