BMW STREETCARVER

THE STORY >

Client: BMW USA DesignworksUSA 2001
BMW took its unique 5 series suspension and created a radically new luxury skateboard – the StreetCarver. The suspension necessitated learning new techniques to stop and turn the “vehicle.” Working with DesignworksUSA and their client from BMWUSA, we were asked to develop a “training video” hidden in a cool lifestyle piece. In translating BMW’s credo – “the Joy of Driving”, we used techniques drawn from car shoots and combined them with the latest in miniaturized camera technology. Safety tips and instruction were integrated using minimalist graphics within a “music video” narrative, employing split screen techniques as a design element.
"BMW presents a new way to master the pavement…"