Jyoteen is a creative director residing in Los Angeles who has been working with a diverse range of clients for over 20 years. He is uniquely positioned with a combination of his engineering, graphic design and film/television backgrounds. For the past six years, he has been working with BMW AG and Designworks on various User Experience and User Interface projects. Before working with BMW, he was directing various commercials, film main title squences and launching network rebrands.

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.