Title	WELCOME TO THE X. EMBRACE THE UNKNOWN.
Brand	BMW GROUP
Product/Service	BMW X4
Category	A04. CINEMATOGRAPHY
Entrant Company	SERVICEPLAN Munich, GERMANY
Advertising Agency	SERVICEPLAN Munich, GERMANY
Production Company	RADICAL MEDIA Berlin, GERMANY
Production Company 2	TIME BASED ARTS London, UNITED KINGDOM
Production Company 3	PLAYDIS! Berlin, GERMANY

Name	Company	Position
Alexander Schill	Serviceplan	Chief Creative Officer
Maik Kaehler	Serviceplan	Executive Creative Director Worldwide
Nikolaus Ronacher	Serviceplan	Creative Director
Nina Puri	Serviceplan	Copywriter
Angeliki Karnoupaki	Serviceplan	Copywriter
Iliés Terki Hassaine	Serviceplan	Art Director
Kristian Von Elm	Serviceplan	Account Supervisor
Florian Klietz	Serviceplan	Account Supervisor
Christine Kastens	Freelancer	Agency Producer
Christoph Petzenhauser	Radical Media	Producer
Sebastian Strasser	Radical Media	Director
Linus Sandgren	Freelancer	Cinematographer
Georg Von Dem Bussche	Playdis!	Music Producer
Volker Meitz	Playdis!	Music Producer
Felix Haaksman	Playdis!	Music Producer
Nils Landmark	Freelancer	Editor
Jens Hoffmann	Serviceplan	Management Supervisor
Slaughterhouse		Additional company
Massive Voices		Additional company

Brief Explanation

The new BMW X4 shall continue the success story of the BMW X-models. Sales of Sports Activity Coupés (SAC) are booming and BMW customers accept waiting times of up to one year to obtain their dream car. BMW's SACs play an exceptional role in the market: They are founders of their segment and thus, pioneers in the automotive industry. The TVC has to be made accessible to all markets. Hence, the challenge lies in the development of a modular concept from which markets can extract and create their individual cuts and motifs. With each X Model, BMW has a established a new, innovative segment in the industry, making every model a pioneer of its time. Our target group is driven by pioneering spirit. In the past, the pioneer was the discoverer, the explorer of unmapped countries, the inventor of new devices. Today’s pioneers go beyond discovering new worlds. They are open-minded, unconventional and think outside the box. They question approved values and challenge the status quo. Their mindset is all about the big unknown and thus all about the X. They are truly X-Minded. The TVC takes us into the powerful world of one of those X-Minds.