The 8 | BMW Sensory Experience

Role: Creative Director

We wanted to offer a unique soundscape and visual installation that simulated the feeling of being behind the wheel of the all-new 8 series. Using real sounds of the all-new 8 Series, we’ve partnered with audiovisual artists NONOTAK Studio to create a dream-like environment of sound and light that simulates the unexplainable feeling of driving the 8. 

The idea comes to life through social content and also at an interactive event at Pebble Beach, California.

Executive Creative Director: Evan Jones
Director: Sean Edwards
Director of Photography: Tom Kucy
Artist: NONOTAK Studios

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Case Study

To re-establish BMW as a leader in automotive luxury, we help the brand tell better stories about the BMW difference—the soul of BMW's premium status. The all-new 8 series was the perfect opportunity to do just that. It's the kind of emotional, brand-shaping vehicle that luxury drivers seek out—a hard to please group. Luxury drivers expect unique, impeccable craftsmanship, but, more than ever, their sights are shifting. They still love expensive things, but they demand exclusive experiences, too. A category-leading vehicle like the 8 series, therefore, needed a category-leading experience. To make it happen, we partnered with Nonotak Studio to make innovative social videos that abandoned the norms of automotive social content (like static photo galleries) and delivered a visceral, interactive experience of luxury.

The Reveal Teaser

An accelerating reveal of the 8 through projected light on the beautiful shapes of the vehicle.

Hero

The long form piece to the teaser. It combines the four different ways we were using light, projection, and texture to capture the 8 series.

An unexplainable sensation, from the powerful V8 engine to the elegant interior. This exclusive new piece features a soundtrack created from the sounds of the #8Series by audiovisual artists @NonotakStudios.

Social

We brought the idea to life through dynamic social content on Instagram and Instagram Story hacks that let users exert control over the sound and lighting effects around the car as they tap through the stories.

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behind-the-scenes