Title | BMW MONZA, SAHARA |
Brand | BMW ITALIA |
Product/Service | BMW X5 |
Category |
A04. Production Design / Art Direction |
Entrant
|
M&C SAATCHI Milan, ITALY
|
Idea Creation
|
M&C SAATCHI Milan, ITALY
|
Media Placement
|
VIZEUM Milan, ITALY
|
PR
|
M&C SAATCHI PR Milan, ITALY
|
Production
|
UTOPIA Milan, ITALY
|
Credits
Luca Scotto di Carlo |
M&C Saatchi Milano |
Executive Creative Director |
Vincenzo Gasbarro |
M&C Saatchi Milano |
Executive Creative Director |
Stefano Guidi |
M&C Saatchi Milano |
Creative Director |
Armando Viale |
M&C Saatchi Milano |
Creative Director |
Michele Bellini |
M&C Saatchi Milano |
Copywriter |
Roberto Ardigò |
M&C Saatchi Milano |
Art Director |
Leopoldo Schutz |
M&C Saatchi Milano |
Head of UX/UI Design |
Alessandro Pomè |
M&C Saatchi Milano |
Digital Designer |
Barbara Pusca |
M&C Saatchi Milano |
Client Service Director |
Daria Burzoni |
M&C Saatchi Milano |
Account Director |
Massimo Capucci |
M&C Saatchi Milano |
Head of Planning |
Federico Fornasari |
M&C Saatchi Milano |
Production Director |
Vincenzo Gasbarro |
Utopia |
Director |
Claudio Cingoli |
Utopia |
1st AD |
Luciano Roversi |
Utopia |
Key Grip |
Luca Esposito |
Utopia |
Director of Photography |
Francesco di Trani |
Utopia |
Executive Producer |
Federico Fornasari |
Utopia |
Executive Producer |
Francesco Crespi |
Utopia |
Head of Production |
Habib El Kilali |
Utopia |
Service Executive Producer |
Giovanni La Monaca |
Utopia |
Production Manager |
Nicholas Grundy |
Utopia |
Producer |
Irene Rei |
Utopia |
Producer |
Andrea Cima |
Utopia |
Production Assistant |
Marco Oriani |
Utopia |
Production Assistant |
Sebastiano Tomada |
Utopia |
Content Director |
Manuel Savoia |
Utopia |
Head of Editor |
Tommaso Quartana |
Utopia |
Editor |
Elia Bersani |
Utopia |
Editor |
Luigia Sergio |
Utopia |
Post Production Supervisor |
Silvia Marini |
Utopia |
Post Producer |
Tommaso Lisca |
Utopia |
Photographer |
Simon Gottlieb |
Utopia |
VFX Supervisor |
Claudio Beltrami |
Utopia |
Grading |
Francesco Leali |
Utopia |
Sound Design |
Write a short summary of what happens in the film
The all new BMW X5 is equipped with best in class off-road technologies. But above of all it’s a BMW. So to prove its capabilities we took an international icon of performance and sportsmanship and relocated it where only a BMW X5 can succeed, ensuring the utmost driving pleasure. With a 5793 meter long circuit through the sands and rocks of the Sahara, Monza’s historic race track came to life in the heart of the desert.
A monumental effort culminating with an unprecedented test: to drive the new BMW X5 in one of the planet’s most hostile environments, just as you would at “The Temple of Speed”.
An stunt turned it into a video experience millions can relive across media platforms.
Cultural / Context information for the jury
The Monza Circuit is universally known as “The Temple of Speed” and in Italy, of course, it’s considered an icon of performance, deeply connected with our racing imaginary. From the names of its legendary turns and chicanes, to the unique “L” shape of the track.
Tell the jury about the production design / art direction. You may wish to comment on choices, challenges or effects.
More than 40 people, including engineers, surveyors, technicians and racers, have worked hard to faithfully reproduce a life-size replica of every turn, every straight, every chicane, using the original track’s turning circles and distances. We even reproduced the original curbs, by using painted rocks, in order to recreate an authentic circuit feeling in an off-road style.
We also filmed the all new BMW X5 running on the real Monza track, to recreate a perfect visual match between the original circuit and its exact replica built in the desert. The effect for the viewer is a seamless experience suggesting how, thanks to its new technologies, the BMW X5 can actually bring the iconic BMW driving pleasure literally on every terrain.