THE CHALLENGE

Getting engagement from a knowledgeable and demanding audience – those that love, and buy, fast BMWs. They will spot fakery from 1000 miles away – and expect beautifully shot, dynamic and informative film to launch cars such as these. Tyre smoke is not enough (however exciting).

THE SOLUTION

Go to Wales and pray for sunshine. Get a properly fast drone in. Use great camera guys and a rapid tracking vehicle. Create decent quantities of properly ‘ad standard’ footage without throwing ‘ad agency’ style crews at it (err, why have you sent several people with clipboards who look like they’ve never left Zone 1 of the London Tube?). Edit it beautifully, adding in some stunning graphics (that’s the bit when many so-called film businesses mess it up), creating different versions for all the social and BMW comms platforms.

WE DELIVERED

We took the cars to the Anglesey circuit, which has one of the most spectacular back drops in Wales. The sun shone (on the righteous, for we are clearly that). We went for a graphic approach and to make the on-screen text as engaging as possible we used a combination of After Effects, Cinema 4d, Twixtor and camera rigs on cars which allowed us slow the shots right down and insert the facts. The films were picked up by Bimmerpost, Top Gear and other reviewers, combined almost 700,000 YouTube views and most recently appeared in the Sunday Times magazine…