Client: BMW AG and DesignworksUSA 2001
BMW’s X-Coupe Concept Car introduced an entirely new class of vehicles – the off-road sports coupe. With four-wheel drive, this car was designed to take luxury to the outer reaches. The asymmetrical, sculptural design was also radically different from the traditions of BMW, introducing the new sculptural look of the Z4 to come. Designworks was brought in to communicate these new innovations and designs. We were brought in to create a film to bring it all to light.
Working closely with the designers of the X-Coupe, we developed the theme of a “new sport with new rules” – from a new dress codes to the new victory lap. To highligtt bioth off road capabilitires and extraordinary sculptural qualities, we found locations that would emphasize the liquid light of the asymmetrical forms, the detailed interiors and the unique off road capabilities. In all, we filmed 6 locations in 5 days, shooting from quads, cranes and helicopters. In the end, we produced a 3:45 minute film, 57 minutes of selected running footage and spun out two spots.
Check out the spots on our commercial reel.