BMW 5 - G38 National Launch 2017

Art Direction, Creative Direction, Directing

The new BMW 5 G38 launch China 2017 was a big challenge for us. Our main focus of this launch was to create different video content with the rotating stage and audience seating area. Beside making different content for the show, there is a piece of video we were really excited about when we work together with our client and agency. This piece was named "Life Design", a full abstract piece that we can inject our imagination and aesthetic into the film. By not making a normal product demo we are able to create a heavily stylized cinematic film across a wide curve LED screen spreading approximately 9000 pixels. Pre - production of 2 weeks and production time of 6 weeks.

We need to design a full sequence of aesthetic & abstract film incorporating Rabindranath Tagore "Stray Birds", with some key features of new BMW 5 G38. A full abstract sequence balanced with product and brand itself.

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God finds himself by creating.

Moon, for what do you wait
To salute the sun for whom I must make way

My heart, the bird of the wilderness, has found its sky in your eyes.

The bow whispers to the arrow before it speeds forth – Your freedom is mine.

I leave no trace of wings in the air, but I am glad I have had my flight.

The movement of life has its rest in its own music

Find your beauty,
My heart, from the world’s movement,
Like the boat that has the grace of the wind and the water

The waterfall sings: I find my song when I find my freedom

What is this unseen flame of darkness whose sparks are the stars?

God loves man’s lamp lights better than his own great stars.

That I exist is a perpetual surprise which is life

Thou wilt find, Eternal Traveler, marks of thy footsteps across my songs.