BMW i Vision Dynamics
The most important vehicle from BMW for the coming years.
We supported it with our CGI know-how during its first contact with reality.
Task
As the future spearhead of the BMW i sub-brand, the BMW i Vision Dynamic concept car represents a further milestone. It sets the direction for the volume model for e-mobility in the format of a BMW 3 Series. For the world premiere of this trend-setting vehicle, our CGI know-how for a brand-appropriate staging for trade fairs, online and print was in demand.
Implementation
Inspired by the lightness of flying above the clouds and the irrepressible power and purity of nature, we developed a visual communication strategy. It reflects the product promise of long vehicle range and emission-free driving, coupled with the brand promise of “driving pleasure”.
Our film and the accompanying images take the viewer into breathtaking landscapes. They accompany our protagonists at sunrise on their way into a great future. It takes us on a journey through impressive, vast landscapes into a pulsating metropolis at night.
The special feature: Not only the vehicle was placed on stage on the computer with the help of the 3D data model but also the landscapes. So not only is the vehicle future-oriented, the completely virtual production of the communication material also reflects the new mental approaches. The pictures and films cannot be distinguished from reality and interpret the product claim, “The future is now” in their very own way.
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Result
Both the product film and a multi-screen experience as part of the BMW Group brand show in the framework of the IAA and several artworks for print and on-line communication were created here. With high synergies, we created media for different touchpoints. On-line, from the BMW website via YouTube, Facebook and Twitter, offline at trade fairs, in trade magazines and TV. The film and the images formed the basis for all communication measures around the concept vehicle and received hundreds of thousands of shares, likes and views worldwide.
