BMW: Story of Luxury

Introducing the new luxury segment of BMW with a launch stunt, multiple TVCs and portrait content.

Sometimes it just takes 3 words to mark a big break in a brand’s history. In 2018 we launched the whole new BMW-category of high-luxury cars under the roof of Bayerische Motoren Werke – the birth name of BMW.

Under the roof of Bayerische Motoren Werke, we summarized BMWs most valuable cars such as THE 8, THE 7, and THE X7 while also expanding the brand’s platform with the original content series Bold Voices.

The 8: 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 is normally nothing but a dream.

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.

Making of

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 center.

Take a look behind the scenes of the TVC production for the BMW 8 Series Coupe. In this film, you get to see personal insights of the Venetians, working and living in the city crisscrossed by canals.

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 Art Director: Damian Kuczmierczyk
Senior Copywriter: 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 Lurhm
Content Photographer: Artem Nadyozhin

Post Production: The Mill

Cannes Lions
Bronze Lion in Cinematography

New York Festival
Third Prize Award in Art Direction/Production Design
Finalist Certificate in Direction

ADC Global
Bronze Cube in Cinematography
Merit in Editing
Merit in Cinematography

ADC Germany
Bronze in Cinematography
Merit in Set-/Production-Design

The British Arrows
Silver in Costume/Wardrobe
Silver in Production Design

Red Dot Design Award
Winner in Commercial

Clio Awards
Silver in Direction
Bronze in Cinematography

The 7: Above the clouds

With the new BMW 7 Series, driving pleasure and ride experience reach an unprecedented new level in the luxury segment.

To campaign its market launch, we created emotional storytelling that could place modern luxury as a bold attitude  – one that overcomes boundaries, expands the freedom of individual mobility, and discovers new horizons.

The TVC’s story follows a pilot making an unusual decision when a bad weather front prevents a private plane from taking off. 

Agency: Serviceplan Campaign International Hamburg
Global Chief Creative Officer: Alexander Schill
Managing Partner: Markus Kremer, Thomas Heyen, Florian Klietz
Creative Director Copy: Kolja Danquah
Senior Art Director: Damian Kuczmierczyk
Senior Copywriter: Bastian Tripp
Art Director: Philipp Trübiger
Concept Creative: Daniel Hill
Producer: Christoph Köhler
Management Supervisor: Kristian von Elm
Senior Account Manager: Adam Karger

Production: Tony Petersen Film Hamburg
Executive Producer: Carlo Walther
Director: Dan DiFelice
Cinematographer: Steve Annis
Editor: Emma Backman

Post Production: Framestore London

Music: Massive Music Amsterdam

Bayerische Motoren Werke: Bold Voices

To launch BMW’s new luxury segment Bayerische Motoren Werke we partnered with a variety of creators from around the globe. We created the format Bold Voices, giving those creative pioneers a platform by portraying their distinct attitudes while taking a step back as a brand.

BMW x Studio Drift

The first chapter of the series features Lonneke Gordijn and Ralph Nuata of Studio Drift, a design studio based in Amsterdam. They discuss the roles of beauty and freedom, and the balance of nature and technology that plays in their work.

At Miami’s Art Basel in 2017, we brought BMW and Studio Drift together to premiere “Franchise Freedom” – a live, performative artwork at the interface between technology, science, and art using a swarm of 300 autonomously flying drones. Music was composed and played live by Joep Beving.

BMW x Stefan Sagmeister

This episode features Stefan Sagmeister, discussing the importance of risk-taking, internal honesty, and the simple power of believing.

BMW x Rem Koolhaas

The third episode features iconic architect Rem Koolhaas, who explores the creative potential of chaos in the world.

Agency: Serviceplan Campaign International Hamburg
Creative Director: Kolja Danquah
Junior Creatives: Philipp Trübiger, Daniel Hill, Niklas Scholz
Head of Production: Henning Rieseweber
Account Director: Kristian von Elm
Senior Account Manager: Yasmin Gibbah

Production: Tony Petersen Film Hamburg
Executive Producer: Carlo Walther
Director: Bode Brodmüller
Cinematographer: Muli Multhoff
Editor: Ole Wiedemann
Producer: Benjamin Calcott
Colorist: Mike Bothe

Music: Massive Music Amsterdam