![]() We also partnered with TikTok creator Jordan T. There has been a huge amount of buzz, including over 11 million views on TikTok. The XM is the biggest, most powerful BMW ever produced-and I'd argue that a massive 3D billboard in the heart of New York City, with incredible sharing potential on social channels, is the most powerful way to launch it. Marcus Casey: There are broader campaigns to support both vehicles, including online and experiential executions, but we wanted to make a major splash with the BMW XM and the BMW i4 M50 by Kith from the start-while also creating something that would resonate in social media. How do the anamorphic billboards fit into the overall marketing push for the cars? The second billboard was a celebration of BMW's partnership with Kith, and instead of just revealing a new car it told more of an expressive story. The outdoor execution was then captured and shared on social media to reach an even wider audience. This was essentially the first time the car had been seen in the U.S. Wes Phelan: The first billboard was for the pre-order of the new XM. ![]() But the goal is to generate big buzz beyond Times Square, right? Other hurdles we faced included creating lighting that matched the time of day that the billboards would be shown, a feature we felt would help with the immersion we hoped to create. Math and creativity are not two things that often mix, so this was for sure a challenge. Matthew Edwards: Even before we began working on the execution, we had to decide where the optimum viewing point would be and work everything out from that angle. Does working in such spaces present special challenges? This is what allows us to create the illusion of space and the 3D effect. Matthew Edwards: The billboard is in fact two screens that sit at a 90-degree angle from each other, wrapping around the corner of the building in Times Square. BMW produced just seven Kith specials, one of which was auctioned off at Sotheby's last week.īelow, GS&P executive creative directors Matthew Edwards and Wes Phelan and BMW VP of marketing Marcus Casey explain how the work came together: Muse: Is that billboard a single, immense curved screen? That's a dope car, but don't rush to put in your order. ![]()
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