The path to owning a luxury vehicle had always been the same. You went to a good school, got a good job, worked hard and saved. And then, once you reached a later stage in life, you could finally buy that German five-speed you’d always dreamed of.
Well, this year that changed. Because this year, BMW released the first-ever 2 Gran Coupe—an affordable four-door with all the styling, performance and features you’d expect in a BMW. A luxury vehicle for a new generation that pushes against the entire luxury auto establishment as we know it. So rather than talk about the 2 Gran Coupe itself, we introduced “option 2”—a choice to reject society’s expectations and rules (“option 1”) and instead forge your own way forward in life.
Manifested as a film, “Option 2” is a carefully crafted reflection of challenging the status quo. Each member of the cast was chosen for their boundary-pushing lifestyle, from artist trio Dear Ribane to electronic musician Merry Lamb Lamb to male pole dancer Dreger Robin Werner. Even the music is unconventional, featuring a Gqom track by South African producer DJ Lag created specifically for the piece.
Released: March 2020
What happens when social distancing forces us to rethink a romantic night out? Well, The Ultimate Driving Machine morphs into The Ultimate “Drive-In” Machine, of course. From BMW and GS&P, comes a heartwarming story aimed to inspire quarantined couples across the globe.
Released: June 2020
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