FCB Inferno has created a new film which acts as a tribute from the Ultimate Driving Machine, BMW, to the ultimate driving surface, tarmac.
The artistic approach to the cinematography creates a film homage to tarmac, from BMW M. Winding tracks and open roads are interspersed with low and dramatic camerawork showcasing the interaction between tyre and tarmac.
Paired with a resonating and lyrical voice-over, the film reminds viewers that BMW is the car for those who love driving.
The film is part of the on-going work that FCB Inferno produces as their lead agency in the UK. It is set to run across social channels.
Frazer Gibney, CEO FCB Inferno, says, “This film is a great homage to tarmac. Something that is often taken for granted, but provides the platform for much joy, excitement and exhilaration. And the best way to exploit it, is of course, with a BMW M product.”
Andy Furse, BMW Brand and Launch Communications Manager at BMW UK, says, “BMW M products offer exceptional driver engagement through the tactility of the steering and power of the BMW M engines that brings our drivers closer to the road. This film expresses the connection between the driver, their BMW and the surface beneath them.”