A New Sport with New Rules
Design Challenge: To create a film that highlights the main design themes and features of the X Coupe concept car.
Design Solution: Working closely with the designers of the concept car we created a narrative that would support the main themes and design language. Locations were chosen to highlight the new concept of “SAC”, Sporty Activity Coupe, a coupe that could go off road. Twisting roads reflected the twisting surfaces of the car, the long straight-aways captured BMW dynamism, and the off-road terrain proved that this car could go anywhere.
We chose to shoot the film in 35mm to ensure that the kinetic new surfacing language glistened in the light. Even the smallest detail of a “twisted form” gauge would come to life. The helicopter shots precisely showcased the asymmetry of the car. The music composed for the film supported the duality of the car itself with softer rhythms and heart beat in the on road section, and more aggressive rhythms when the car ventured off road.
