Jyoteen is a creative director residing in Los Angeles who has worked with a diverse range of clients for over 20 years. He has a unique combination of engineering, graphic design and film/television experience. For the past six years, he has worked for BMW Group Designworks on various user experience and user interface projects. Before working for BMW, he directed commercials, film main title squences and major network rebrands.

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In 2006, BMW launched a daring electric hybrid mobility brand initiative, 'BMW i'. The result was the BMW i8 and BMW i3. The feature preview exhibits design work undertaken for the vision (concept) car UI, eventually leading to production.