The redesign of the visual appearance for BMW in trade fair and press conference media follows an unusual approach as it focuses on the feel of the brand instead of promoting new products by providing facts and figures. This is achieved by transforming selected materials from the cars’ exteriors and interiors into hyper-real animations. The 15-minute-long motion design, music and sound design drama contains relaxing and dynamic sections as well as a large-scale augmented reality installation in which a real car is, amongst other things, virtually doused in paint and dragged underwater by a giant octopus.
Credits
Client:
BMW Group, Munich, Germany
Design:
Elastique. GmbH, Cologne, Germany
Project Team:
Sarah Böckenhüser (Creative Direction)
Andreas Schimmelpfennig (Creative Direction)
Annika Meyer (Motion Design)
Felix Kapfer (Motion Design)
Peter Pannes (Motion Design)
Justus Jäger (Motion Design)
Christopher Wöltjen (Motion Design)
Misha Shyukin (Motion Design)
Dmitry Zakharov (Motion Design)
Philipp Schneider (Edit)
Ioannis Mihailidis (Technical Director AR)
Kerstin Kohle (Account Management)
Ole Reinsberger (Project Manager)
Marvin Keil (Sound Design)
TRO (Music)
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