Creativity. Passion. Dedication.

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> IDEA Gold award winner

Design Challenge: To create an expression of the visual world of car design. Our task was to communicate the very complex car design process that consists of hundreds of staff and tens of activity types into one single emotional film.

Design Solution: To meet the desire for a more dynamic, in-depth investigation of the design process, we developed a multi-screen solution that reflected the multi-tasking world of design. The 10-minute film installation shows, on six monitors, the BMW Group design process. Our goal was to capture the passion, the complexity, and the levels of refinement, all of which go into designing a car.

In order to bring the viewer one step closer to the craft itself, we used many special cameras and lenses to capture the true labor, passion and dedication of design. We used lipstick cameras mounted IN the clay, and ON the clay tools to see how a clay sculpture evolves from the "tools" point of view.

The film installation is set to Philip Glass's minimalist "Concerto for violin and orchestra," creating an atmosphere of lucid transparency helping to bring the viewer into the design process unfolding before their eyes.