| Title | EYES ON GIGI |
| Brand | BMW GROUP |
| Product/Service | BMW M2 |
| Category |
A12. Achievement in Production |
|
Entrant
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SERVICEPLAN Munich, GERMANY
|
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Idea Creation
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SERVICEPLAN Munich, GERMANY
|
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Idea Creation 2
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KBS+ New York, USA
|
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Idea Creation 3
|
PLAN.NET Munich, GERMANY
|
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Production
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TOOL Los Angeles, USA
|
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Additional Company
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ROCK PAPER SCISSORS Santa Monica, USA
|
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Additional Company 2
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BERNSTEIN & ANDRIULLI New York, USA
|
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Additional Company 3
|
COMPANY 3 Santa Monica, USA
|
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Additional Company 4
|
FRAMESTORE VR STUDIO New York, USA
|
|
Additional Company 5
|
GERMAN WAHNSINN Hamburg, GERMANY
|
Credits
| Alexander Schill |
Serviceplan |
Chief Creative Officer |
| Jonathan Mackler |
KBS |
Chief Creative Officer |
| Dan Kelleher |
KBS |
Chief Creative Officer |
| Paul Renner |
KBS |
Executive Creative Director |
| Michael Wilk |
Serviceplan |
Executive Creative Director International |
| Kolja Danquah |
Serviceplan |
Creative Director |
| Angeliki Karnoupaki |
Serviceplan |
Senior Copywriter |
| Ben Cascella |
KBS |
Senior Copywriter |
| Nigel Gross |
KBS |
Art Director |
| Sanaz Shaafy |
Freelancer |
Art Director |
| Sabrina Schwartz |
Serviceplan |
Account Manager International |
| Kim-Julien Korkmaz |
Plan.Net |
Account Manager |
| Keisha Townsend |
KBS |
Group Account Director |
| Samantha Smeach |
KBS |
Group Account Director |
| John Clark |
Freelancer |
Photographer |
| Jonathan Mannion |
Bernstein Andriulli |
Photographer |
| Jenny Read |
KBS |
Head of Production |
| Drew Lippman |
KBS |
Executive Producer |
| Melissa Tifrere |
KBS |
Senior Producer |
| Lisa Barnable |
Rock Paper Scissors |
Producer |
| Lisa Cowan |
Tool of Noth America |
Procucer |
| Marc Forster |
Tool of Noth America |
Director |
| Mauro Fiore |
Tool of Noth America |
Cinematographer |
| Biff Butler |
Rock Paper Scissors |
Editor |
| Hendrik Sommerfeld |
Freelancer |
Editor |
| James Alexander |
Framestore |
Senior Producer |
| Aron Hjartarson |
Framestore |
Executive Creative Director |
| Tim Masick |
Company 3 |
Colorist |
| Justin Paguia |
German Wahnsinn |
Art Director |
| Simon Tunkin |
Freelancer |
Voice Actor |
Brief Explanation
The film references the classic nutshell game. A nut is hidden under one out of three nutshells. Then all shells are moved around quickly to challenge the viewer to keep track of the shell with the nut below.
In our film we replaced the nut with supermodel Gigi Hadid, and with five blue BMW M2 Coupé act as nutshells. Gigi gets into one car and all five embark on a fast-paced, hard-to-follow choreography shot completely as one-take. In the end all five BMW M2 Coupé line up again and the viewer is asked to guess in which car Gigi sits.
The film comes in two versions: as classic video or as true 360° experience. An end tag provides a link to the micropage where users can take their chances.
Results
The most important objective for this production was, to give the viewer a fair chance to follow Gigi’s car and guess right. No cuts, no tricks in post within the actual performance were allowed. So the choreography had to be filmed in a one-shot, while still staging all cars in a highly dynamic way and not becoming an easy bet.
Another challenge was to capture and present all five cars simultaneously from their sweet spots, while not putting Gigi in danger, or crash a single one due to limited availability of the models.
Of course, like with many celebrities, Gigi’s time on set was extremely limited. Therefore the crew only had a maximum of three runs to get each film into camera.
Therefore an extensive amount of pre-visualisation, detailed planning and training by the precision drivers was required to get it right.