Title	THE 8 EXPERIENCE
Brand	BMW (SWITZERLAND) AG
Product/Service	BMW 8
Category	A05. Cinematography
Entrant	SERVICEPLAN SUISSE Zürich, SWITZERLAND
Idea Creation	SERVICEPLAN SUISSE Zürich, SWITZERLAND
Production	SHINING PICTURES Zürich, SWITZERLAND

Name	Company	Position
Raul Serrat	Serviceplan Suisse AG	ECD
Simon Staub	Serviceplan Suisse AG	CD Art
Florian Birkner	Serviceplan Suisse AG	CD Text
Dieter Boller	Serviceplan Suisse AG	Senior Copywirter
Günter Zumbach	Serviceplan Suisse AG	Copywriter
Daniel Hesse	Serviceplan Suisse AG	Senior Art Director
Sonia Ducu	Serviceplan Suisse AG	Group Account Director
Selma Caglayan	Serviceplan Suisse AG	Account Manager
Nathalie Jakober	Serviceplan Suisse AG	Art Buying / Agency Producer
Marco Lutz	Marco Lutz	Director
Leonardo Sanfilippo	Shining Pictures GmbH	Producer
Federico Bettini	Jingle Jungle AG	Music engineer

Tell the jury anything relevant about the cinematography.

The film’s imagery imitates the almost blind writer’s restricted field of vision – an effect created by a unique and purpose-built lens technique. As the film progresses, the pictures become clearer, until they are finally clearly visible.

Write a short summary of what happens in the film

At the center of the idea lay a very different kind of test drive for Michael Fehr, a writer who has been almost blind since birth, giving him a perspective like no other on the 8 Series and how it truly feels to drive it. The Film captures Fehr’s test drive experience, carried out on a closed site under the supervision of professionals.

Cultural/Context information for the jury

There were three months to go before the premiere of the new BMW 8 Series. As its unveiling drew nearer, speculation about the car’s design began to mount. At this point, the new 8 Series’ appearance was still a tightly guarded secret. But how could we build interest in a car we couldn’t show – among an audience that’s almost impossible to reach with traditional car spots?