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Wanted Films drives TV spot for BMW

Friday 02 Feb 2007 - 13:19

Nick Thornton-Jones and Warren Du Preez at Wanted Films have created a new campaign for BMW entitled See how it feels, which includes a 60-second TV spot and media for use in cinemas, the national press and online.

The campaign aims to broaden the appeal of the BMW brand by reaching audiences outside the traditional BMW heartland. It offers a symphony of light and music where the BMW range is the stage and the players are a troupe of ground-breaking lighting and post production techniques.

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A Time Slice rig was used in several shots (a technique best known from <i>The Matrix</i>), involving approximately 80 cameras with delayed exposure in sequence. In addition, the DOP, Dan Landin, used many different lighting techniques to create the lighting mood of the piece, particularly the mac lights which can be computer controlled and give a VFX-based look. Finally, a lot of visual effects work was done by Mark Curtis at Asylum, who combined the SFX with the lasers and conventional lighting to give lots of different effects.
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The commercial is soundtracked by a modern re-working of Beethoven’s <i>9th Symphony</i> produced by UNKLE.
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The print campaign comprises of a series of arresting images of details of the car. Each ad poses the question ‘How would it feel to….’ as the reader is asked to think and question what it is that makes a BMW so special. The visuals begin to answer this, as different forms of light play on the car details to great effect, echoing the TV spot.
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The campaign was written and art-directed by Billy Faithfull and Ross Neil. Unusually, the TV and print campaign were directed and photographed by the duo Nick Thornton-Jones and Warren Du Preez of Wanted Films.

Digit Staff

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