The streaming event #NEXTGen by BMW Group allows for an innovative form of product presentation which remains unaffected by the restrictions on travel and human contact that made the launch shows so difficult in 2020. The format combines traditional elements of a television studio with a virtual product studio. Mysterious backdrops for the unveiling of the new BMW iX were created in this way, as well as a fully digital replica of the Mini Vision Urbanaut concept car. This imaginative approach aims to avoid the stereotypes of typical automotive marketing and provides the viewer with insights into the thoughts and decisions behind the car designs.
Credits
Client:
BMW Group, Munich, Germany
Design:
Elastique. GmbH, Cologne, Germany
Project Team:
Elastique. GmbH: Andreas Schimmelpfennig (Managing Director Creation)
Sarah Böckenhüser (Creative Direction)
Kerstin Kohle (Strategic Planning/Customer Service)
Ole Reinsberger (Customer Service)
Justus Jäger (Unreal Content Production/Visual Artist)
Christopher Wöltjen (Unreal Content Production/Visual Artist)
Studio Farbraum UG: Ioannis Mihailidis (Technical Direction)
NSYNK Gesellschaft für Kunst und Technik mbH: Eno Henze (Virtual Production Technology/Creative Technical Consulting)
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