| Title | ATTITUDE |
| Brand | BMW GROUP |
| Product/Service | BMWI8 |
| Category |
A11. CASTING |
|
Entrant Company
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency
|
SERVICEPLAN Munich, GERMANY
|
|
Production Company
|
ICONOCLAST Paris, FRANCE
|
|
Production Company 2
|
LIME STUDIOS Santa Monica, USA
|
|
Production Company 3
|
ROCK PAPER SCISSORS Santa Monica, USA
|
Credits
| Alexander Schill |
Serviceplan |
Chief Creative Officer |
| Maik Kaehler |
Serviceplan |
Executive Creative Director Worldwide |
| Nikolaus Ronacher |
Serviceplan |
Creative Director |
| Nina Puri |
Serviceplan |
Creative Director |
| Axel Schilling |
Serviceplan |
Creative Director |
| Florian Klietz |
Serviceplan |
Account Supervisor |
| Melanie Blankenburg |
Serviceplan |
Account Supervisor |
| Anne Hoffmann |
Serviceplan |
Agency Producer |
| Charles/Marie Anthonioz |
Iconoclast |
Executive Producer |
| Nicolas Lhermitte |
Iconoclast |
Executive Producer |
| Julien Lemaitre |
Iconoclast |
Producer |
| Gus Van Sant |
Gus Van Sant |
Director |
| Kasper Tuxen |
Kasper Tuxen |
Director Of Photography |
| Bc Smith |
Lime Studios |
Music |
| Alessandro Cortini |
Lime Studios |
Music |
| Sandra Niessen |
Serviceplan |
Head Of Production |
| Markus Noder |
Serviceplan |
Managing Partner International |
| Jens Hoffmann |
Serviceplan |
Management Supervisor |
Brief Explanation
This spot celebrates the striking and distinguishing mindset behind the creation of the BMW i8. It is the mindset of a true pioneer: Visionary, smart and confident. Always searching for solutions where others see problems. Always daring instead of doubting. Always producing facts where others only make promises. And finally producing the ultimate proof that the impossible is possible – in form of the i8. A carbon fact that leaves all doubts worries and fears far behind. The stunning transition from impossible fiction to possible fact is visualized by blurry, dreamlike images gradually turning into a razor-sharp reality. The British actress Mickey Sumner, who recently starred in the movie Frances Ha, embodies and voices the optimistic, smart and self-confident attitude behind the i8.
Creative Execution
When we created the i8 campaign we knew right away that we would need brilliant actors to bring them to life. By brilliant not meaning mean big names or great looks. What we were looking for were outstandingly charismatic personalities that would be able to tell the abstract transition from the impossible to the possible on a highly emotional level. Someone who was physically intense and emotionally involving and could act extremely open, pure and true. With the help of a Hollywood legendary casting director, operating from London, New York and Los Angeles, we found what we were looking for. It took us three intense weeks to cast more than 1000 actors around the world. And roughly another week to meet 73 selected actors in person let them go through the script and finally select 3 favorite actors together with the director.