The Rolex 24 Hours of Daytona marked the exciting kickoff to BMW Motorsport’s racing season in North America. But this year was special.

This year Italian racing legend Alex Zanardi joined BMW to race the #24 BMW M8 GTE in the famed 24-hour endurance race. Zanardi lost both of his legs in a CART crash in 2001. He would race again with prosthetic legs, but found them inadequate for long-term usage required in endurance racing. In order for Zanardi to race on a team with three other drivers, BMW leveraged their engineering expertise and built a one-of-a-kind steering wheel that made steering, shifting, and controlling the throttle possible using only his hands and a unique lever to break and downshift through turns. 

Returning for one race before training for the 2020 Paralympics in Tokyo, we jumped at the opportunity to honor Zanardi for the inspiration he is, and the engineering that went into making this possible with this film: We wanted to showcase Zanardi’s inspirational return and the BMW technology that made it possible, and champion them each as the ultimate inspiration and the Ultimate Driving Machine. This marks the first work from Matt Edwards and Wes Phelan, our newest Creative Directors.

Released: February 2019

Tags:

San Francisco, BMW , Film

At Super Bowl LIII, Doritos unveiled its new Flamin’ Hot flavor with the help of a few celebrities. But not everyone was bobbing their head. As the OG of Flamin’ Hot snacks, Chester Cheetah quickly responded by dropping a fire diss track to remind Doritos—and the world—who truly owns the throne.

Released: February 2019

Tags:

San Francisco, Cheetos

For a second year in a row we released a series of spots for Common Sense’s “Device Free Dinner” campaign, continuing our quest to highlight how pervasive mobile devices have become during our face-to-face time with families and friends. Timed with football season and the holidays, the first series of ads enlists the help of NFL superstar, Marshawn Lynch. The ads feature Beast Mode trolling a variety of fast-texting customers at a restaurant. Not only is Marshawn the central figure in the spots, but they were also produced with his production company, shot on location at his restaurant, and all performed without a script.

Released: December 2018

Tags:

San Francisco, Common Sense Media

For a second year in a row we released a series of spots for Common Sense’s “Device Free Dinner” campaign, continuing our quest to highlight how pervasive mobile devices have become during our face-to-face time with families and friends. Timed with football season and the holidays, the first series of ads enlists the help of NFL superstar, Marshawn Lynch. The ads feature Beast Mode trolling a variety of fast-texting customers at a restaurant. Not only is Marshawn the central figure in the spots, but they were also produced with his production company, shot on location at his restaurant, and all performed without a script.

Released: December 2018

Tags:

San Francisco, Common Sense Media

The X7, BMW’s first standard seven-seater, is the German automaker’s biggest model ever. It’s only fitting that it launches alongside an ambitious epic poem.

Behold the Legend of Ol’ McLanden. A fictitious folktale read by Chris Pine that takes us through the heroics of an unknown hero who conquers everyday obstacles, although these hurdles are blown up to mythical proportions. 

And as McLanden’s ordinary day becomes legendary at every turn, it becomes clear that not every hero has what it takes to battle the bulls of the bank, beat Roy the Destoyer, and outrace the Rogues of Razorback Ridge. 

Then again, not every hero is sitting behind the wheel of the largest BMW ever created. Journey with McLanden and the epic X7, as they make everyday legendary.

Released: February 2019

Tags:

San Francisco, BMW