BMW
The 8
This project was a collaboration between Serviceplan Campaign International and Anorak filmed in Venice. Showcasing the beautiful city as well as the new BMW, the spot is fast-paced and full of movement.
Director:
Daniel Wolfe
Production Company:
Anorak
Agency:
Serviceplan Campaign International
Daniel Wolfe
Production Company:
Anorak
Agency:
Serviceplan Campaign International
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This spot follows the story of a young venetian boy who loves cars and plays with toy models throughout his childhood, running around the streets of the city. As an adult, he is able to drive his car around the same paths where he once ran.
Alternating between close-up shots of venetian life and visuals of the car, this spot balances speed with calmer images of the historical city centre – a child looking into a shop window then playing with his model car, a woman gazing out her window, and the inside of a mechanics garage. As these images of a calm and happy daily life play out, we also see the car speeding through the city, fitting into the landscape surprisingly well.
2D Lead Artist Carl Norton explains ‘There were obvious shooting limitations to having our hero driving through the heart of Venice’s canals. We were lucky to be able to set up a pontoon in small sections that we could use as reference and we created both the car and pontoon throughout the car’s journey.
There was some variation in how we achieved this film. Apart from using fully CG cars and pontoons, in some shots we had the car in camera but driving on a road, for these we stripped away the road and replaced with fully CG pontoon, water and bank sides. The challenge here was to make sure that we were perspectively correct to the lower driving surface.
We sailed a boat through the canals and recorded all the information needed to seamlessly composite the CG into the environment. We also managed to take a panel of the car along for the ride, giving us a real-life visual clue to how the car would react to light, shade and reflections. These panels were created specially for the shoot by BMW for our needs, and were destroyed afterwards.
We also had the first ever drone permit in Venice to shoot a commercial. The drone allowed tracking shots which moved at the same speed as the car.
To help sell in the pontoon we worked to include wet areas across its surface and had a few puddles interacting as the car drove through them. We also looked to position our pontoon in areas where it could be tied to existing fixtures so it wasn’t floating unsupported.
We also worked to comp our CG in a way that tied in with Daniels cinematic film.’
CreditsCredits
Agency
Agency: Serviceplan Campaign International
Chief Creative Officer: Alexander Shill
Managing Partner: Thomas Heyen, Markus Kremer, Florian Klietz
Creative Director: Kolja Danquah
Management Supervisor: Kristian von Elm
Producer: Henning Rieseweber
Senior Art Director: Damian Kuczmierczyk
Senior Copywriter: Bastian Tripp
Production
Production Company: Anorak
Director: Daniel Wolfe
Director: Daniel Wolfe
Managing Director: Christiane Dressler
Executive Producer: Tobias Steinhauser
Director of Photography: Monika Lenczewska
Production Design: Robin Brown
Stylist: Patrik Milani
Editorial
Editorial: TRIM
Editor: Dominick Lurhm
VFX Production
VFX Production: The Mill
Executive Producer: Justin Stiebel, Misha Stanford-Harris
Producer: Payal Thakkar
Producer: Payal Thakkar
VFX Creative
VFX Creative: The Mill
Creative Director: Dan Williams
Shoot Supervisor: Dan Williams, David Hempstead, Finlay Crowther
2D Lead Artist: Carl Norton, Dan Williams
3D Lead Artist: David Heampstead
2D Artist: Ahmed El-Azma, Declan Andrews, Frederic Heymans
3D Artist: Adam Droy, Finlay Crowther, Andrew Bartholomew, Evelina Dalin, Jack Powell, James Hansell, James Hickey, Kieran Jordan, Walter How, Linda Dussine, Abhishek Kumar, Raj Kumar M, Manoj Ravi, Ayush Bajoria, Ganesh Lamkhade, Kanishk Chauhan, Venugopal A, Girish GR
Finish Artist: Holly McLean
Matte Painting: Can Y. Sanalan, Carlos Nieto
Colour
Colour: Framestore
Colourist: Simon Bourne
Colour Producer: Chris Anothoy
Colour Producer: Chris Anothoy
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