During “these trying times,” the last thing people need is another commercial that reminds them of “these trying times.” So instead, we partnered with BMW to create a more meditative experience. “Calm Wash” invites viewers to sit back, relax and take a first-person audio-sensory journey through an online car wash. The two-minute ASMR film allows each viewer to zone out and find their moment of Zen in the driver’s seat of a luxurious BMW X7. The BMW Calm Wash film is premiering this week on YouTube, and may soon be streaming on Amazon Prime. The campaign also includes meditation exercises on Instagram and calming posters that can be seen at select dealerships across the country.
Released: August 2020
Our first campaign for BMW, “Summer On,” explores Einstein’s relativity theory, which states that time isn’t absolute, but a function of speed. Therefore, the faster one moves, the slower one senses the passing of time. When brought to a brand level, the spot brings to life how a second inside a BMW is different than a second outside a BMW. The voiceover explains how the miracle of summer happens, and the math behind it: Only 93 days. Or 8 million seconds.
Released: June 2018
How do you transport the all-new BMW X5 from the factory in South Carolina to the stage of the LA auto show? You drive.
While every other car maker transports their brand-new models to auto shows in carriers, we took a different route and drove the all-new BMW X5 for nearly 3,000 miles across 11 states, taking as few detours as possible. The 10-day journey started at the BMW’s factory in Spartanburg, South Carolina, and headed west directly to the LA Auto Show. When we finally got there, BMW’s CEO, Bernhard Kuhnt, drove the dirty vehicle onto the stage—a move that surprised an audience used to seeing only the shiniest cars.
During the trip we challenged the X5 with all sorts of obstacles and real events, including an unexpected way to cross the Mississippi River, a real-life demolition derby in Tennessee, cornfields, ranches, public events and a high school football game in Texas. To ensure the authenticity of the journey, we captured every scene in real locations found along the way, including all the people and animals shown. No actors were ever cast. The result is the ultimate portrait of the X5’s capabilities and a beautiful picture of America’s heartland.
Released: December 2018