BMW XM
THE BMW XM DOESN’T BLEND IN. IT MAKES A STATEMENT. BOLD, EXPRESSIVE AND UNAPOLOGETICALLY POWERFUL.
For its launch, we looked beyond the automotive world and teamed up with BRTHR: Alex Lee and Kyle Wightman, the New York-based directing duo known for their visually explosive work at the intersection of music, fashion and contemporary culture.
Their music video collaborations include artists such as The Weeknd, Travis Scott, Lana Del Rey, Grimes and Charli XCX - bringing a distinctive visual language to the XM that felt like a perfect match.
FILM
We created eight films, each exploring a different facet of the XM’s character.
PHOTOGRAPHY
The photographic concept took the same unconventional attitude into a new dimension. Playing with space, gravity and perspective, we created images that challenge expectations and demand a second look.
FILM SERIES
Three more episodes expanded the campaign’s visual universe…
…followed by a 60-second best-of film bringing the eight stories together.
For the print campaign, we combined the photography with experimental typography – pushing the visual language even further and giving the campaign an unmistakable edge.
Agency - Jung von Matt Hamburg / Managing Partner - Thimoteus Wagner, David Leinweber, Jan Anderssen / Creative Directors - Damian Kuczmierczyk, Mirjam Wagner, Elizabeth Herold / Senior Art Director - Philipp Trübiger, Alexandre Amaral, Andreas Kiesgen / Copywriter - Yago Guimaraes / Production - Rekorder / Director - BRTHR / Producer - Konstantin Nerger, Sebastian von Gumpert / Visual Effects - HIMIA / Music/Sound Design - IXYXI MUSIC / Artwork Photography & Post Production - Agnieszka Doroszewicz
Berlin Commercial - Shortlist in Editing, Shortlist in VFX/Animation
BMW X3
Everyone is talking about AI.
Faster. Easier. Cheaper. But can AI really bring a brand-new BMW to life?
WE PUT IT ON THE TEST
We developed and produced four films to explore the possibilities of AI-driven production. The biggest challenge? Getting a completely new car right - down to the smallest detail, and in motion. AI quickly showed its limits.So we pushed further: testing new workflows, combining technologies and finding ways to make it work.
Four films. Countless experiments.
One step closer to understanding what AI can really do.
Agency - Jung von Matt Hamburg / Managing Partner - Thimoteus Wagner / Creative Directors - Damian Kuczmierczyk, Bastian Tripp / Art Support - Moritz Singbartl / Client Service Director - Maren Winter / Senior Project Manager - Janina Paleit / Production - NON Studio
BMW 7 - PROTECTION
WHEN SAFETY IS NOT AN OPTION, BUT A REQUIREMENT.
The armoured BMW 7 Protection is built for people who operate under extraordinary circumstances. Instead of showcasing its security features, we changed perspective and told the story through the eyes of a professional close protection officer.
Focused. Prepared. Always in control. Just like the BMW 7 Protection itself.
FILM
A professional escorting his passenger safely to an important congress. A story told from his perspective.
Translating the same confidence and control into striking campaign visuals.
PHOTOGRAPHY
For the print campaign and a high-end product book, we staged the BMW 7 Protection in the VIP underground spaces of Berlin’s Olympic Stadium. Using Gybow photography technology, we created powerful, almost sculptural images.
Agency - Jung von Matt Hamburg / Managing Partner - Thim Wagner / Creative Directors - Bastian Tripp, Damian Kuczmierczyk / Senior Art Director - Leon Becker-Detert / Senior Copywriter - Daniel Hill / Production - Tempomedia Hamburg / Director - Alex Feil / Cinematographer - Ekkehart Pollack / Artwork Photographer - Anke Luckmann / Post Production - TREY
BMW 8
CITY OF NO CARS - For the launch of THE 8, BMW entered the world of high luxury under its full name:
For a car this extraordinary, we chose an equally extraordinary setting: the one city where cars simply don’t belong. Venice. The city of no cars. The TVC: A luxury sports car in a city without roads. The unexpected setting became the starting point for our launch campaign.
EMOTIONAL FILM
We told the story of a young car enthusiast who grows up surrounded by canals instead of streets. Twenty years later, his dream finally comes true.
BEHIND THE SCENES
A look behind the scenes of bringing this unusual idea to life in Venice.
CITY OF NO CARS – MAKING OF
Alongside the shoot, we developed and produced a short film capturing the idea, the challenges and the making of the campaign.
Agency - Serviceplan Campaign & Content / Managing Partner - Markus Kremer, Thomas Heyen, Florian Klietz / Creative Director - Kolja Danquah / Senior Art Director - Damian Kuczmierczyk / Senior Copywriter - Bastian Tripp / Art Director - Philipp Trübiger / Concept Creative - Daniel Hill / Senior Account Manager - Sebastian Vermaat / Production - Henning Rieseweber / Production - ANORAK × Somesuch / Director - Daniel Wolfe / Cinematographer - Monika Lenczewska / Editor - Dominick Lurhm / Content Photographer - Artem Nadyozhin / Post Production - The Mill
Cannes Lions - Bronze / New York Festival - Third Prize Award in Art Direction - Production Design, Finalist Certificate in Direction / ADC Global - Bronze Cube, Merit / ADC - Bronze, Merit / The British Arrows - Silver in Costume/Wardrobe, Silver in Production Design / Red Dot Design Award / Clio Award - Silver - Bronze
BMW 7
They've seen it all. Travelled the world. Reached the top. So what can still take their breath away?
Above the clouds
No matter how often you fly, breaking through the clouds never loses its magic. Suddenly, everything changes. Silence. Clarity. Endless beauty. For a moment, even those who have seen it all look out of the window with the wonder of a child.
This simple observation became the emotional core of our film for THE 7.
Agency - Serviceplan Campaign & Content / Managing Partner - Markus Kremer, Thomas Heyen, Florian Klietz / Creative Director - Kolja Danquah / Senior Art Director - Damian Kuczmierczyk / Senior Copywriter - Bastian Tripp / Art Director - Philipp Trübiger / Concept Creative - Daniel Hill / Senior Account Manager - Adam Karger / Production - Christoph Köhler / Production - Tony Petersen Film Hamburg / Director - Dan DiFelice / Cinematographer - Steve Annis / Editor - Emma Backman / Post Production - Framestore London / Music - Massive Music Amsterdam
BMW X-RANGE
CHOOSE YOUR
One letter. Many characters. Six different ways to be X.
The X became the creative device: a mark connecting the entire BMW X range while highlighting the individuality of each model and its audience. An idea that only BMW could bring to life across such a diverse range of X models.
CAMPAIGN FILM
The long version brought all six BMW X models together in one film.
FILM IMPRESSIONS
A selection of moments capturing the energy and visual character of the campaign.
MODEL FILMS
The individual films gave each model its own voice and character, starting with the BMW X6, followed by the X1, X2, X3, X4 and X5.
BMW X1
BMW X2
BMW X3
BMW X4
BMW X5
CAMPAIGN ASSETS
The campaign extended across social and print, bringing the visual language of the films into a series of striking stills and print executions.
Agency - Serviceplan Campaign & Content / Managing Partner - Markus Kremer, Thomas Heyen, Florian Klietz / Creative Directors - Damian Kuczmierczyk, Bastian Tripp / Art Director - Philipp Trübiger / Concept Creative - Daniel Hill / Senior Account Manager - Sebastian Vermaat / Production - Tempomedia Hamburg / Producer - Timm Reinfarth / Director - Jan Wentz / Editor - Sören Goerth,
When BMW introduced the new 4 Series, its radical design divided opinion. Especially its oversized kidney grille became one of the most talked-about design statements in the automotive world. Instead of trying to please everyone, we embraced the controversy.
BMW 4
LOVE IT OR HATE IT.
ENJOY EVERY EDGE.
An idea about character, individuality and the confidence to stand out - without smoothing out your edges.
The long version of the campaign TVC set the tone for the Coupé and Convertible.
The campaign idea translated into a series of bold photographic executions.
SOCIAL & CASE FILM
A dedicated case film brought together the campaign’s social assets, including cut-downs and made-for-social Instagram Stories.
BEHIND THE SCENES
Impressions from the film and photo shoots, capturing the energy behind the campaign.
Agency - Serviceplan Campaign & Content / Managing Partner - Markus Kremer, Thomas Heyen, Florian Klietz / Executive Creative Director - Jan Grothklags / Creative Directors - Damian Kuczmierczyk, Falk Pegelow, Bastian Tripp / Senior Art Directors - Tilo Richter, Inga Westpfahl , Philipp Trübiger / Concept Creative - Daniel Hill / Senior Account Manager - Sebastian Vermaat / Producer - Christoph Köhler /Production - Tony Petersen Film Hamburg / Executive Producer - Carlo Walther / Director - Bode Brodmüller /Cinematographer - Timothy Sedgwick, Pascal Remond / Editor - Ole Wiedemann / Producer - Peggy Geibig /Social Media - Konrad Berthold / Photography - Dune Tilley / Music - 2WEI Music / Artwork Photographer - Uwe Düttmann
Die Klappe - Bronze / Red Dot Design Award / ADC Germany - Merit in Editing, Merit in Camera /ADC Global - Merit in Editing, Merit in Photography / New York Festival - Finalist in Editing - Shortlist in Photography / Clio - Shortlist in Editing