The Remarkable Journey of the All-New BMW X5

Client:
BMW
  • The Remarkable Journey of the All-New BMW X5

    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

    Tags:
    San Francisco, BMW , Film

Cheetos Museum

Client:
Cheetos
  • Cheetos Museum

    Cheetos Museum

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    No two Cheetos® snacks are alike.  They're made in a way that results in each one being completely unique. And every so often, they look like something familiar. Like a seahorse. Or a cat. Or Abe Lincoln.

    So we turned our cheesy snack into a piece of art.

    We created the Cheetos Museum, featuring real Cheetos found by real people that look like real things. It was the world's first collection of the most interesting Cheetos shapes in existence. Then we challenged Americans to curate the exhibit by submitting the most amazing Cheetos shapes they could find, sparking a nationwide hunt for the uncanny works of art in every bag.

    Released: June 2017

    Tags:
    San Francisco, Cheetos
  • Cheetos Museum

    Cheetos Museum

    2 of 2
    Prev Next

    No two Cheetos® snacks are alike. They’re made in a way that results

    in each one being completely unique. And every so often, they look

    like something familiar. Like a seahorse. Or a cat. Or Abe Lincoln.

     

    So we turned our cheesy snack into a piece of art.

     

    We created the Cheetos Museum, featuring real Cheetos found by

    real people that look like real things. It was the world’s first collection

    of the most interesting Cheetos shapes in existence. Then we

    challenged Americans to curate the exhibit by submitting the most

    amazing Cheetos shapes they could find, sparking a nationwide hunt

    for the uncanny works of art in every bag.

    Released: May 2017

    Tags:
    San Francisco, Cheetos

Doritos Blaze vs Mountain Dew Ice | #SpitFire vs #IceCold

Client:
Doritos/Mountain Dew
  • Doritos Blaze vs Mountain Dew Ice | #SpitFire vs #IceCold

    Doritos Blaze vs Mountain Dew Ice | #SpitFire vs #IceCold

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    This year, the biggest battle of the Super Bowl won’t be on the field. For the first time ever, two brands are going head-to-head during the commercial break to launch two new products: Doritos Blaze and Mountain Dew Ice.

    The two brands will face off in an epic rap battle starring Peter Dinklage and Morgan Freeman, who will perform iconic rap verses from Busta Rhymes and Missy Elliott. Dinklage will #SPITFIRE for Doritos; Freeman will go #ICECOLD for Dew. 

    After the spot airs on Super Bowl Sunday, a Snapchat lens will go live that lets users pick a side and rap the same lyrics as Dinklage and Freeman. Through Snapchat, Busta and Missy will continue to ask the nation to pick a side using the hashtags #SPITFIRE and #ICECOLD.

    Released: January 2018

    Tags:
    San Francisco, Doritos/Mountain Dew, Interactive, Film, Social
  • Doritos Blaze vs Mountain Dew Ice | #SpitFire vs #IceCold

    Doritos Blaze vs Mountain Dew Ice | #SpitFire vs #IceCold

    2 of 3
    Prev Next

    This year, the biggest battle of the Super Bowl won’t be on the field. For the first time ever, two brands are going head-to-head during the commercial break to launch two new products: Doritos Blaze and Mountain Dew Ice.

    The two brands will face off in an epic rap battle starring Peter Dinklage and Morgan Freeman, who will perform iconic rap verses from Busta Rhymes and Missy Elliott. Dinklage will #SPITFIRE for Doritos; Freeman will go #ICECOLD for Dew. 

    After the spot airs on Super Bowl Sunday, a Snapchat lens will go live that lets users pick a side and rap the same lyrics as Dinklage and Freeman. Through Snapchat, Busta and Missy will continue to ask the nation to pick a side using the hashtags #SPITFIRE and #ICECOLD.

    Released: January 2018

    Tags:
    San Francisco, Doritos/Mountain Dew, Interactive, Film, Social
  • Doritos Blaze vs Mountain Dew Ice | #SpitFire vs #IceCold

    Doritos Blaze vs Mountain Dew Ice | #SpitFire vs #IceCold

    3 of 3
    Prev Next

    This year, the biggest battle of the Super Bowl won’t be on the field. For the first time ever, two brands are going head-to-head during the commercial break to launch two new products: Doritos Blaze and Mountain Dew Ice.

    The two brands will face off in an epic rap battle starring Peter Dinklage and Morgan Freeman, who will perform iconic rap verses from Busta Rhymes and Missy Elliott. Dinklage will #SPITFIRE for Doritos; Freeman will go #ICECOLD for Dew. 

    After the spot airs on Super Bowl Sunday, a Snapchat lens will go live that lets users pick a side and rap the same lyrics as Dinklage and Freeman. Through Snapchat, Busta and Missy will continue to ask the nation to pick a side using the hashtags #SPITFIRE and #ICECOLD.

    Released: January 2018

    Tags:
    San Francisco, Doritos/Mountain Dew, Interactive, Film, Social

Cheetos Vision

Client:
Cheetos
  • Cheetos Vision

    Cheetos Vision

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    What would the world look like if it was made out of Cheetos? Turns out it would look a lot more cheesy. 

    GS&P LABS created Cheetos Vision, an artificial-intelligence-powered camera that turns the world into Cheetos. For weeks, the team trained an A.I. to see Cheetos in everything. Landscapes, selfies, cats and pretty much anything. Just snap a pic or a video and it all becomes Cheetos. Amazing, right? And we’re proud to launch it alongside other disruptive technologies at SXSW.

    Give it a try on the App Store: https://itunes.apple.com/kh/app/cheetos-vision/id1281741111?mt=8

    No need to thank us for the likes.

    Released: March 2018

    Tags:
    San Francisco, Cheetos, Interactive, Mobile, Experiential, Social
  • Cheetos Vision

    2 of 2
    Prev Next

    What would the world look like if it was made out of Cheetos? Turns out it would look a lot more cheesy. 

    GS&P LABS created Cheetos Vision, an artificial-intelligence-powered camera that turns the world into Cheetos. For weeks, the team trained an A.I. to see Cheetos in everything. Landscapes, selfies, cats and pretty much anything. Just snap a pic or a video and it all becomes Cheetos. Amazing, right? And we’re proud to launch it alongside other disruptive technologies at SXSW.

    Give it a try on the App Store: https://itunes.apple.com/kh/app/cheetos-vision/id1281741111?mt=8 

    No need to thank us for the likes.

    Released: March 2018

    Tags:
    San Francisco, Cheetos, Interactive, Mobile, Experiential, Social