The Drum Awards Festival - Official Deadline

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Client: BMW
Date: Apr 2016
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BMW has announced the launch of the first-ever BMW M2. As the newest addition to the M lineup, the M2 embodies four decades of high-performance engineering, pushing the limits of sheer speed and performance.

To launch this highly anticipated vehicle, BMW enlisted the company’s US creative agency of record KBS and German-based communications agency Serviceplan for the co-creation of an integrated campaign called “Eyes on Gigi.” The campaign, directed by Golden Globe-nominee Marc Forster (Quantum of Solace, Finding Neverland), features Victoria’s Secret and swimsuit model Gigi Hadid in a new interpretation of the classic game of three-cup shuffle -- only here, the ball is Gigi and the cups are 365-horsepower BMW M2s.

To pull off this complicated stunt required an incredible amount of intricate choreography, captured at high speeds. As such, BMW tapped top-notch talent to work alongside Director Marc Forster, including Oscar-winning Director of Photography Mauro Fiore (Avatar, Training Day) and Lead Stunt Coordinator Eric Norris.

At first, the game is as simple as following Gigi as she walks across the screen and into one of three M2s parked at a starting line. The action plays out in one continual shot, as five total M2s take off and begin to weave in and out of each other, leaving the viewer struggling to follow. At the end, the viewer is challenged to guess which M2 contains Gigi, submitting their guesses on the campaign microsite. As an added challenge, a 360-degree version of the video will allow viewers to use their mobile devices to watch the action unfold around them as they rotate the camera to try to keep track of Gigi’s M2.

Credits

Global Chief Creative Officer and Partner: Alex Schill

Creative Director, Art: Michael Wilk

Account Manager International: Sabrina Schwartz

Creative Director of Copy: Kolja Danquah

Art Director: Sanaz Shaafy

Senior Copywriter: Angeliki Karnoupaki

Additional Credits: Account Manager Online: Kim-Julien Korkmaz

Backend: Jan Scafer

Frontend: Michael Gillig, Casten Behrends

Concept: Patrick Hoyer

Design: Christian Mellin

Production Company: Tool of North America

Director: Marc Forster

Managing Partner-Live Action/Executive Producer: Oliver Fuselier

Managing Partner-Digital/Executive Producer: Dustin Callif

Executive Producer: Robert Helphand

Producer: Lisa Cowan

Director of Photography: Mauro Fiore

Lead Stunt: Eric Norris

Editorial Company: Rock Paper Scissors

Editor: Biff Butler

Senior Cutting Assistant: Dan De Winter

Assistant Editor: Noah Benezra

Executive Producer: Eve Kornblum

Producer: Lisa Barnable

Finishing Company: Framestore

Executive Producer: James Razzall

Senior Producer: James Alexander

Line Producer: Morenike Dosu

Executive Creative Director: Aron Hjartarson

TVC Compositing Supervisor and Flame: Alex Thomas 360

Compositing Supervisor and Nike: Michael Ralla

FX/Nuke/Previsualisational: Multiple Artist

Design: Duncan Elms

Animation: Evan Harbuck

Sound Design Company: Q Department 360

Sound Studio: Mach 1

VR Music Company: Duotone

Composer/Artist/Title: Jordan Lieb, Jack Livesey

Executive Producer/Producer: Ross Hoppman, Gio Lobato

Creative Director: Pete Nashel

Managing Director: David Leinheardt

Audio Mix: Sonic Union