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An Epic Poem of Legends Comes Alive in New BMW Spot

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GS&P introduces the tale of 'Ol’ McLanden' in film directed by MJZ's Dante Ariola
An Epic Poem of Legends Comes Alive in New BMW Spot

BMW has built its largest factory in the US, where its biggest model ever, and first standard seven-seater, The X7 will be produced. The vehicle follows the launch of The 8 and the update of The 7 and is consistent with the German automaker’s intent to play a bigger role in the super premium market.

To launch the first-ever X7, the German automaker and GS&P - the incumbent agency since April 2018 - enlisted the help of MJZ and director Dante Ariola. The extensive special effects were created by MPC.

The spot released today introduces the legend of Ol’ McLanden, an epic poem read by Chris Pine. As this mysterious folk tale unfolds, McLanden braves the challenges of cityscapes, dockyards, mountains and more, all behind the wheel of the heroic X7. McLanden conquers everyday obstacles, although these hurdles are blown up to mythical proportions. 

As we hear the first lines of this fictitious tale, the vehicle first emerges from mist, chased by a massive stampede of bankers. That intro sets the stage for what’s coming. McLanden’s ordinary day becomes legendary at every turn. The X7 faces a Poseidon-like city worker, a ruthless gang of apocalyptic bikers, and a giant construction worker weilding a jackhammer. In the end, it’s revealed that McLanden isn’t a larger-than-life mythological character, but actually an ordinary, albeit fierce woman. 

The line “Make everyday legendary” refers to just how powerful the X7 can be when partnered with equally strong drivers. The 60-second spot will run during the Oscars, supported by an extended 75-second version and 30-second versions to follow. It will also make an appearance at movie theaters across the country. 

video
BMW - Legend
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Client

Advertiser: BMW

Vice President Marketing: Trudy Hardy

Communications Manager: Wolfgang Gross

Marketing Manager: Lisa Judge

Post Production / VFX

Post Production Company: MPC LA

Colourist: Mark Gethin

Producer: Rebecca Boorsma, Mireille Antoine

Executive Producer: Meghan Lang, Karen Anderson

Creative Director: Michael Gregory

Shoot Supervisor: Michael gregory, Dan Seddon

CG Supervisor: Ryan McDougal, Tim Kafka, Josh Hatton, Nishanth Shrinivasa, Boyo Frederix

Lead Compositing: Toya Drechsler

Compositing: Rodrigo Jimenez, Guillaume Weiss, Alexander Kulikov, Dylan

Concept Artist: Jason Heinze, Abhilash A, Bala Krishnan R, Geetesh Tari Mohan Rao, Srinivas Achary, Silvia Bartoli, Sachin Sureshrao Dhapudkar

Pre-Viz: Alex Moon

CG Artist: Srikar Balakrishnan, D. Venkatesan, Carl Edlund, Sashdy Arvelo

CG Artists: Bhargavan SP, Prashanth Paramasivam, Andreu Lucio, Arnau Gilabert, Jinguang Huang, Andy Sheng, Nema Safvati

CG Lighting: Martino Madeddu, Sumit Kumar, Asher Stusek

Senior VFX Producer: Christian Downes

VFX Coordinator: Justin Rogers-CdeBaca

Line Producer: Chris Preston-Barnes Music

Sound

Sound Company: Trinitite Inc.

Sound Engineer: Brian Emrich

Audio Mix: Lime

Audio Mixer: Rohan Young

Assistant Mixer: Jeremy Nichols

Executive Producer: Susie Boyajan

Creative Agency

Creative Agency: GS+P

Executive Creative Director: Margaret Johnson

Creative Director: Roger Baran

Art Director: Stefan Copiz

Copywriter: Andrew Bancroft

Chairman: Jeff Goodby, Rich Silverstein

Director of Production: Tod Puckett

Executive Producer: Benton Roman

Group Account Directors: Theo Abel

Account Director: Alissa Sheely

Account Management: Olivia Mullen

Account Managers: Rebecca Bell

Project Management: Kaitlyn Landers

Comms Strategy Director: Dong Kim

Senior Brand Strategist: Mackenzie Beer

Director or Broadcast Traffic: Ruchele Eisenman

Senior Business Affairs Manager: Chrissy Shearer

Production Company

Production Company: MJZ

Director: Dante Ariola

Producer: Natalie Hill

DOP: Kasper Tuxen

Senior Executive Producer: Eriks Krumins

President: David Zander

Production Design: Nigel Phelps

AD: John Lowe

Music

Music Company: Woodwork Music

Composer: Philip Kay

Producer: Andy Oskwarek & Sam Phillips

Offline

Edit Company: Work Editorial

Editor: Rich Orrick

Edit Assistant: Theo Mercado

Producer: Jamie Lynn Perritt / Brandee Probasco

Executive Producer: Marlo Baird Telecine

Genres: Visual VFX, People, Action

Categories: Automotive, Cars

MJZ, Fri, 15 Feb 2019 10:56:31 GMT