BMW: Zanardi Human Meets Machine by Goodby Silverstein & Partners

Client: BMW
Date: Feb 2019
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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.


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


Co-Chairman: Rich Silverstein

Co-Chairman: Jeff Goodby

Chief Creative Officer: Margaret Johnson

Creative Director: Matt Edwards

Creative Director: Wes Phelan


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


Company name: Company 3

Color Executive Producer: Ashley McKim

Color Producer: Alexandra Lubrano

Colorist: Tom Poole


Company name: Company 3

Color Executive Producer: Ashley McKim

Color Producer: Alexandra Lubrano

Colorist: Tom Poole


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