Project Summary

To unveil the new Series 3, BMW commissioned us to create a digital experience to showcase their car models.

Approach

BMW sought a visionary and unorthodox way of experiencing a classic car reveal at an automobile show. Rather than pulling a cloth to show a new car, they desired a technologically innovative approach that reinvented the gesture. Celebrity cricket player, Sachin Tendulkar, was to interact with the virtual experience to reveal the BMW 3 Series Sedan.

Approach

BMW’s brand identity is rooted in nature meets cutting edge technology. Our lab translated their brief to materialize a digital mapping show over the physical surfaces of cars. We designed and constructed a stage for the event and created a creative and technical strategy to take the content from concept to completion with a final work of intense visual impact.

Impact

The resulting car show astonished viewers. Attendees and commercial media were mesmerized by the magic of a car reveal becoming a heightened, surreal experience in itself. The immersive animated projections reaffirmed BMWs imaginative, future facing character.