The angular, edgy design vocabulary of the new BMW 4 Series divides the audience into lovers and haters. For the launch film campaign, this polarising weakness was transformed into a strength. It highlights the joyful experience of overcoming being on edge, grinding edges or playing with edges. To create an appropriate form language, the aesthetics play with structures such as knives, fangs or cliffs, but also with abstract bodies or geometric figures like pyramids or cubes. The video edit itself also underscores the design concept, e.g., by using hard cuts, sharp light edges and contrasting filters.
Credits
Client:
BMW Group, Munich, Germany
Design:
Serviceplan Germany, Munich, Germany
Project Team:
Serviceplan Group: Alex Schill (Global Chief Creative Officer)
Serviceplan Germany: Thomas Heyen (Managing Partner)
Florian Klietz (Managing Partner)
Markus Kremer (Managing Partner)
Jan Grothklags (Executive Creative Director)
Damian Kuczmierczyk (Creative Director Art)
Falk Pegelow (Creative Director Art)
Bastian Tripp (Creative Director Text)
Tilo Richter (Senior Art Director)
Philipp Trübiger (Senior Art Director)
Inga Westpfahl (Senior Art Director)
Daniel William Hill (Conceptionist)
