On Earth Day 2022, BMW USA and FCB New York launched a campaign to showcase the iX All Electric - their first fully electric SUV on the market. Featuring shots of an arid desert, as an almost alien-like landscape, original music by Squeak E. Clean Studios and narration by Chris Pine, we were briefed to craft a mix that illustrated a delicate dance between gravitas and subtlety, representative of their latest innovation, to invoke a sense of intrigue and mystery.

Going for a “less is more” approach, we deliberately crafted the mix to allow the voiceover to breathe and linger amongst the stillness of the visuals and the delicacy of the sound design. As the spot builds in energy to its climax, we hear the momentum of the orchestral track build as the voiceover hits its stride resulting in a hold-your-breath moment at the reveal of the car.

The result is a powerful, yet subtle, spot that pulls in the viewer into a moment of awe and beauty.