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Immerse Your ASMR Senses in BMW's Cosmic Calm Wash

Creative 310 Add to collection

Goodby Silverstein & Partners invited viewers to zone out in mesmerising colours and cosmic sounds whilst virtually sitting in the latest X7

Immerse Your ASMR Senses in BMW's Cosmic Calm Wash

Goodby Silverstein & Partners risks stating the obvious, but will say it: people are stressed right now. With messages about ‘these trying times’ seemingly bombarding everyone from all angles, wouldn’t it be nice to wash the stress away, if only for a couple of minutes?

BMW believes it can - and should. For its latest brand campaign, BMW invites people to sit back, relax and take a first-person audio-sensory journey through an online car wash - no seat belt necessary. The BMW Calm Wash film is premiering Monday, August 17th at 9am EST on YouTube, and may soon be streaming on Amazon Prime. 

Created by Goodby Silverstein & Partners, the two-minute film features an array of mesmerising colours and cosmic sound design and invites viewers to zone out and find their moment of Zen while sitting in a luxurious X7. 

“We look at the BMW X7 as not only a mode of transportation but as a safe space, somewhere passengers can go to relax,” said GS&P associate creative director Rony Castor. “And right now we could use some relaxation.”  

Anthony O’Neill, the ACD on the project, is intrigued by the possibilities of the new media partnership.

“We’re excited to have created a piece that will draw viewers to watch and re-watch as many times as they like,” said Anthony. 

In addition to the short film, the brand is rolling out 15-second teasers, posters and guided meditations, all geared toward giving its fans a few extra minutes of relaxation.

It’s no joyride with the windows down, but it’s a great pit stop to make while stress scrolling. Click the link to enjoy two minutes of automotive mindfulness. 

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Client: BMW of North America

Spot Name: Calm Wash

Air Date: 8/17/20

Agency: Goodby Silverstein & Partners


VP, Marketing of North America: Uwe Dreher

Head of Brand Strategy and Communications, North America: Albi Pagenstert

National Brand and Media Director: Michael Jobst

National Media Specialist: Zach Ambrosino

Social Media Specialist: Jaime Pritchard 

Media Agency

Agency Name: Universal McCann

Agency City: New York, NY

SVP, Client Business Partner: Danny Huynh

Senior Manager, Portfolio Management: Simona Drapkin

SVP, Group Content Director: Joselle Gallis

Content Manager, Studios: Brittany Goldman

Creative Agency

Co-Chairmen: Jeff Goodby and Rich Silverstein

Chief Creative Officer: Margaret Johnson

Creative Director: Wes Phelan

Creative Director: Matt Edwards

Associate Creative Director: Anthony O’Neill

Associate Creative Director: Rony Castor

Art Director: Mike Rodriguez

Copywriter: Sam Dworkin

Account Services

Managing Partner: Leslie Barrett

Group Account Director: Chris Ferko

Account Director: Alissa Sheely

Account Manager: Olivia Mullen

Project Manager: Kaitlyn Landers

Brand and Communication Strategy

Partner, Head of Brand Strategy: Bonnie Wan

Partner, Head of Communication Strategy: Christine Chen

Group Brand Strategy Director: Stephanie Phillips

Brand Strategy Director: Kevin DeStefan

Brand Strategist: Darien Ahn

Brand Strategy Intern: Lyniece Hill

Group Communications Strategy Director: Dong Kim

Senior Communications Strategist: Matt Hudgins


Co-Director of Production: Leila Gage and Margaret Brett-Kearns

Executive Producer: Matt Flaker

Agency Producer: Phoebe Buckley

Business Affairs

Director of Business Affairs: Judy Ybarra

Senior Business Affairs Manager: Chrissy Shearer

Production Company

Company Name: GS&P Social

Production Company City: San Francisco, CA

Co-Director/Director of Photography/Editor:  Michael Miller

Co-Director: Quinn Gravier

Executive Producer:  Danielle Riccardi

Line Producer: Amanda Steigerwald

Editorial Company 

Company Name: GS&P Social

Editing Company City: San Francisco, CA

Editor: Michael Miller

Audio and Sound Design Company [Danielle Riccardi approved]

Company name: Post Human

Composer, Sound Designer, and Mixer: Sloan Alexander

Creative Director: Sloan Alexander

Executive Producer: Carol Dunn

Senior Producer: Kamela Anderson

VFX Company

Company name: Company3

Colorist: Kath Raisch

Director: Tom Gehring

Operations Manager: Max Hadson

Senior Producer: Matt Moran

Genres: Music & Sound Design

Categories: Automotive, Cars

Goodby Silverstein & Partners, Tue, 18 Aug 2020 13:04:32 GMT