BMW: Zanardi Human Meets Machine by Goodby Silverstein & Partners
- Location:
The 24 Hours of Daytona marked the exciting kickoff to BMW Motorsport’s racing season in North America. But this year was special.
This year Italian racing legend Alex Zanardi joined BMW to race the #24 BMW M8 GTLM car in the famed 24-hour endurance race.
Zanardi lost both of his legs in a Cart crash in 2001. He would race again with prosthetic legs, but found them inadequate for long-term usage required in endurance racing. He took up paracycling and won two gold medals in the 2016 Paralympics in Rio de Janeiro.
In support of Zanardi and to make racing in an endurance race as part of a four-man team possible, BMW leveraged their engineering expertise to develop and build a one-of-a-kind steering wheel that made steering, shifting and controlling the throttle possible using only his hands and a unique lever to break and downshift through turns.
Returning for one race before training for the 2020 Paralympics in Tokyo, GS&P jumped on the opportunity to honorZanardi for the inspiration he is, and the engineering that went into making this possible with a film.
The new film from GS&P showcases Zanardi’s inspirational return and the BMW technology that made it possible, championing them each as the ultimate inspiration and the Ultimate Driving Machine. This marks the first work from Matt Edwards and Wes Phelan, GS&P’s newest creative directors.
Credits
Ad Agency: Goodby Silverstein & Partners
Client: BMW of North America
Title of Creative Work: Zanardi Human Meets Machine
Live Date: 2/4/19
Client BMW of North America
VP of Marketing: Trudy Hardy
Brand Management and Communications: Wolfgang Gross
Motorsports Manager: Victor Leleu
Creative
Co-Chairman: Rich Silverstein
Co-Chairman: Jeff Goodby
Chief Creative Officer: Margaret Johnson
Creative Director: Matt Edwards
Creative Director: Wes Phelan
Production
Director of Production: Tod Puckett
Executive Producer: Benton Roman
Producer: Lily Durston
Account Services
Group Account Director: Theo Abel
Account Director: Britta Savik
Brand and Communication Strategy
Senior Brand Strategist: Mackenzie Beer
Business Affairs
Senior Business Affairs Manager: Chrissy Shearer
Editorial Company
Company name: eLevel
Executive Producer: Michael Damiani
Senior Producer: Luke Dillon
Editor: Graham Wilcox
Assistant Editor: Liz Norris
Audio Engineer: Nic Dematteo
Telecine
Company name: Company 3
Color Executive Producer: Ashley McKim
Color Producer: Alexandra Lubrano
Colorist: Tom Poole
VFX/Finishing
Company name: Company 3
Color Executive Producer: Ashley McKim
Color Producer: Alexandra Lubrano
Colorist: Tom Poole
Mix
Company name: elevel
Executive Producer: Luke Dillon
Producer: Lily Durston
Mixer: Nic Dematteo
End Treatment / Graphics
Company name: eLevel
Director of eLevel: Michael Damiani
Executive Producer: Luke Dillon
Creative Director: Mike Landry
Motion Artist: Zach Seidner
