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BMW Balances Progress with Beauty in Earth Day Spot from FCB

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FCB New York touts BMW’s commitment to sustainability with spot featuring actor Chris Pine as voiceover

BMW Balances Progress with Beauty in Earth Day Spot from FCB

FCB New York and BMW of North America are launching a new spot on Earth Day, April 22nd, that imagines the coming together of sustainability, technology, and craft at its finest, and showcases the BMW iX as the future of premium mobility fueled by sustainable thinking. BMW debuted the iX in summer 2021; it is touted as the most technologically advanced BMW to date and the first Sports Activity Vehicle conceived as all-electric from the ground up.

The 60-second spot 'The Future Finds Us', portrays the interconnectivity of the BMW iX with the natural world around it, bringing to life the fine balance between beauty and progress that all consumers should come to expect from luxury automobiles of the future. Actor Chris Pine provides the film’s voiceover, taking the audience on a journey describing the pursuit of progress, while the soundtrack features both an original score from Squeak E. Clean Studios, and the actual electric motor sounds composed by Hans Zimmer.

To craft the spot, FCB New York, in partnership with FCBX, took to Yucca Valley to install a real-life BMW iX display. After 12 weeks of fabrication, consisting of designing and engineering, metal fabrication and additional car preparation, the iX replica was hoisted into the air and propped on its head atop a 12-foot tower of stone.

The installation was then captured as part of a live action film shoot as centerpiece to the 60-second spot. The shoot was produced under the creative banner of Lord and Thomas, live action and post-production company of FCB New York. Surrounding scenes were shot in biodiverse areas of Joshua Tree National Park and Mount San Jacinto in Palm Springs to bring together the film’s scenes of natural beauty. FCB New York and Lord and Thomas in-house director Adam Nelson partnered with production and technology collective Preymaker to bring to life the film’s unique visual effects.

“There’s a truth that unites the creative process, the process of engineering, and the progression of the natural world, said Laura Wimer, Executive Creative Director at FCB New York. All three evolve by way of cycles of making and listening: tinker, observe, respond, respect. And again, until something beautiful arrives as if out of nowhere. “The Future Finds Us” represents the thread between all three: engineering, nature, and art.”

The spot will run on digital properties including Facebook, Instagram and YouTube, and across BMW’s owned social channels.

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FCB New York

Co-Chief Creative Officers: Gabriel Schmitt, Michael Aimette

Executive Creative Director: Laura Wimer

Senior Art Directors: Liz Mamey, Richard Cruz

Senior Copywriters: Cory Frame, Adam Nelson

Agency Producer: Alina Carrel

EVP, Director of Integrated Production: Adam Isidore

Director, Business Affairs: Janice Katz

SVP, Group Account Director: Amy Elkins

Account Director: Jack Lodge

Account Executive: Ellie Cook

Associate Director, Project Management: Nicholas King

Project Manager: Jesse Morris

Social Strategy Director: Greg Hines


FCB/Six (Toronto)

CSO: Shelley Brown

VP, Managing Director: Tim Welsh

SVP, Group Account Director: Jan Lemke

Director, Strategy: Rory Webber

Associate Creative Director: Andrew Bernardi

Associate Creative Director: Jordan Gabriel


FCBX (Chicago)

EVP, Head of FCBX: Kim DeNapoli

Account Director: Bianka Kristen

Account Executive: Rachael Simon

Senior Supervisor, Experiential and Content: Mackenzi Schumann


Production

Production: Lord + Thomas (NY)

Director: Adam Nelson

Producer: Brian Bennhoff

Cinematographer: Tate McCurdy

Steadicam & Crane: Bill Hunt

1st AC: Terra Gutmann Gonzalez

2nd AC: Josh Montiel

Production Coordinator: Catherine Wright

Production Assistant: Christi Waldon

Set Medics: Sara Deluca-Moring, Omair Ilya

Production Design & Fabrication: 11th Street Workshop

Still Photography: Jack Schroeder

Post Production: Lord + Thomas (NY)

Studio Director: Liz Ludden

Producer: Doria Lacey

Editor: Adam Nelson

Colorist: Jacob McKee


Visual Effects by Preymaker I Creative + Technology

VFX: Angus Kneale, Verity Kneale , Melanie Wickham , Julian Fitzpatrick, Rune Mansson, Hassan Taimur, Bridgette Doran, Joaqui Lopez, Greg Cutler, Jacob Weeks, Kendall Rotar, David Grzesik, Simon Holden, John Volny, Jon Rogala, Jongmoon Woo, Steven Miller, Taekyu (Kyu) Kim

Sound

Narrated by: Chris Pine

iX Themes: Hans Zimmer

Squeak E. Clean Studios

Original Composition and audio post by: Squeak E. Clean Studios

Executive Creative Director: Rob Barbato

Remix Arranger: Ben Abud

Senior Sound Designer/Mixer: Suat Onur Ayas

Executive Producers: Kit Winter, Chris Clark

Senior Producer: Tarjas White

Senior Post Producer: Angelina Phengphong

Genres: People, Visual VFX

Categories: Automotive, Cars

FCB New York, Thu, 21 Apr 2022 08:24:31 GMT