The 8

The premiere of an icon in the city of no cars.

To mark the beginning of the worldwide market launch of the BMW 8 Series Coupé, we introduced this dream car with an emotional story, in a city where a car has been nothing but a dream. Until now.

Role | Concept, Scriptwriting, Art Direction

The film tells the story of a young car enthusiast growing up in Venice, the city of no cars. When he returns to the city as a grown man, he lives out his dream, by driving a car through the Venetian canals.

The campaign featured a 45”, 30”, 15” TVC, broadcasted on TV and online, and rolled out globally as THE 8 launched around the world. 

The City of No Cars

For the first time in its history, the city of Venice granted permission to erect a pontoon construction for the shooting, which made it possible to steer an automobile through the world-famous backdrops in the historic city centre.

In this making-of, we show impressions of Venice as the city where everything and everyone is transported by boat, interviews with Venetians, and behind the scenes footage of how we pulled off the stunt.

Agency: Serviceplan Campaign International Hamburg
Global Chief Creative Officer: Alexander Schill
Executive Creative Partner: Markus Kremer, Thomas Heyen
Managing Partner: Florian Klietz
Creative Director: Kolja Danquah
Senior Creatives: Damian Kuczmierczyk, Bastian Tripp
Creatives: Philipp Trübiger, Daniel Hill
Producer: Henning Rieseweber
Management Supervisor: Kristian von Elm
Production: ANORAK × Somesuch
Director: Daniel Wolfe
Cinematographer: Monika Lenczewska
Editor: Dominick LurhmPost Production: The Mill