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BMW Rejects the Conventional Path in Boundary Pushing Campaign 'Option Two'

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Goodby Silverstein & Partners and Park Pictures Terence Neale champions those who reject conventional paths in life
BMW Rejects the Conventional Path in Boundary Pushing Campaign 'Option Two'

BMW have launched its latest campaign by the same creative directors of its Adobe spot, Matt Edwards and Wes Phelan.

Introducing a new global campaign for BMW’s brand-new model, The 2 Series Gran Coupe. The sixty-second film was created in partnership with Goodby Silverstein & Partners and director Terence Neale of Park Pictures.

Titled ‘Option 2,’ the film champions those who live on their own terms – rejecting the conventional path in life, and instead choosing a path that’s their own.

Each member of the cast was chosen for their boundary-pushing lifestyle: from artist trio Dear Ribane to electronic musician Merry Lamb Lamb. Even the music is unconventional; featuring a GQOM track by South African producer DJ Lag, created specifically for the piece.

This is the first global BMW campaign by GS&P. Led by award-winning creative directors, Matt Edwards and Wes Phelan, who joined Goodby Silverstein in 2019 and also just launched Adobe’s ‘Creativity for all’ campaign that ran on last night’s Academy Awards. Prior to GS&P, the pair numerous Cannes Lions for Adidas Originals, including the Grand Prix for ‘My Way.’

According to Wes: “Option 2 is a mindset that speaks to an audience striving to live life on their own terms.”

“Culture has changed – you no longer need to wear a suit or work a 9-to-5 to own a BMW. Our film reflects that,” added Matt.

Option 2 will run globally.

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BMW

Head of Brand Management / Global CMO: Dr. Jens Thiemer

Head of International Campaigns, Artwork, Film: Kirsty Skinner-Gerth

Head of International Advertising and Campaign Development: Ann-Kathrin Geertz

Marketing Specialist, International Advertising and Campaign Development: Christina Forster


Creative

Co-Founder/Partner: Jeff Goodby

Co-Founder/Partner: Rich Silverstein

Chief Creative Officer: Margaret Johnson

Creative Director: Matt Edwards

Creative Director: Wes Phelan

Art Director: Jason Gan

Copywriter: Clark Chamberlin


Production

Executive Producer/Director of Production: Leila Gage

Senior Producer: Sara Ward

Producer: Daniel Chang


Account Services

Managing Partner: Leslie Barrett

Group Account Director: Theo Abel, Chris Ferko

Account Manager: Meghan Mast

Assistant Account Manager: Mackenzie Thomas


Brand and Communication Strategy

Head of Brand Strategy: Bonnie Wan

Brand Strategy Director: Kevin DeStefan

Brand Strategist: Mackenzie Beer


Business Affairs

Director of Business Affairs: Judy Ybarra

Senior Business Affairs Manager: Chrissy Shearer


Production Company

Company name: Park Pictures

Director: Terence Neale

Director of Photography: Khalid Mohtaseb

Producer: Rozanne Rocha-Gray

Executive Producer: Scott Howard


Editorial Company

Company name: Work Editorial

Editor: Rich Orrick

Assistant Editor: Andrew Balasia, Chris O’Brien

Producer: Brandee Probasco, Chris Delarenal

Executive Producer: Marlo Baird


Telecine

Company name: Company 3 NY

Colourist: Tom Poole

Colour Producer: Alexandra Lubrano


VFX/Finishing

Company name: Blacksmith NY

Executive Producer: Charlotte Arnold

Senior VFX Producer: Bindy St. Leger

Shoot Supervisor: Sam Hencher

Creative Director: Iwan Zwarts

2D Lead: Daniel Morris

Compositors: Tim Regan, Yebin Ahn, Jacob Coy

After Effect Artist: Nicholas Principe


Music

Music: Marching by DJ LAG

Producer: DJ LAG


Mix and Sound Design

Company name: Sonic Union

Mixer: Steve Rosen

Sound Design: Steve Rosen

Producer: Pat Sullivan, Nathanael Taylor


Featured Artists

Dear Ribane: themselves

Merry Lamb Lamb: herself

Genres: People, Dialogue

Categories: Automotive, Cars

Goodby Silverstein & Partners, Tue, 11 Feb 2020 13:46:36 GMT