Pitch done at AKQA to promote the new BMW 2 Series, in July 2013.
For this second part of the pitch, we had more directions about concept and budget.
Still, the original thinking remained similar with a new twist when we would address to the Chinese young adults:
now the car would be designed, engineered and thought for Rebels.
The new BMW 2 Series.
The idea here was to streamline the car to 4 essential categories: performance, passion, innovation, beauty.
Each of them elevated to its best for and by our dissidents. In order to show this, we imagined a teasing where the car would be put in a dark room and people would be invited to send their thoughts(tweets) about what it is to have a subversive spirit depending our 4 categories.
By doing so, the 4 walls of the room being screens, messages would be displayed in big and lighten some parts of the car. Ultimately leading to the full illumination of the room and the reveal of the new BMW 2 series.
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All motions and 3D renders were done by Kim Jerbo, super talented Motion Director from Shanghai office.
I was in charge of the Art Direction and Concept.
I was in charge of the Art Direction and Concept.
The goal was to encourage people twitting their thoughts about the meaning of being non-conformist,
as much as they could, to reveal the car faster. Ideally we wanted to do an outdoor installation
but also have the same online version for the people in the rest of China.
First a teaser website would gather and aggregate content, then we would have a more product oriented website.
At the bottom was our 4 categories, which would lead to dedicated pages.
On the right side, a timeline to show the progress and reveal of the car in the time,
On the right side, a timeline to show the progress and reveal of the car in the time,
along with a messaging countdown.
Selecting one of the bottom four categories would re-direct to a page with massive characters
shaped with all the messages sent, along with some infographics on the right side.
Room filled with content, showing the car illuminated by all the sent messages.
Another request from client was to have rich media banners, so we created a shortened version of the website
addressing to a person already logged on Weibo (main social website in China).
User would read an inspiring text directly talking to him and revealing the room content under various animation.
Finally they would be invited to send a message as well.
The outdoor installation would feature screens on the inside and outside, displaying the whole content gathered.
Animations would run on the walls and once the launch date was there, the box would open to reveal the car.
Ideally, I would have liked to have some Leap Motion features inside to re-produce the web experience in a futuristic way, having people playing with their own messages, reflections on the screen and so on.
After the launch, teaser website would reveal an animation were the content walls would fall appart
revealing the new car in all its glory with more precise features.
Layout of the website would be very similar to the teaser website,
except the 4 original breeding categories would now reveal car features.
The teaser version of the website would remain accessible and the outdoor installation would travel around China,
turning this into an exhibition both of the car and the Chinese spirit of being subversive.
Dealer shops could also feature interactive screens or tablet to help sell forward the car DNA.
In the end, we got selected for our creativity but campaign was still given to another company.
Nonetheless, it was an incredibly tough but interesting and challenging run to be part of,
and I was glad to work so intensely with the genius team of AKQA.
ECD : Johan VAKIDIS
Associate Creative Director (Concept & Copywriting) : Riaad V.D. MERWE
Associate Creative Director (Concept & Copywriting) : Riaad V.D. MERWE
UX / Design : Michael CHU
Art Director : Julien MOREAU
Art Director : Julien MOREAU
Designers : Jian Wei WONG / Meyou YU
