» After introducing Bayerische Motoren Werke as BMW’s new sub-brand for their luxury vehicles in 2017, we were tasked to bring the mindset of the new brand – luxury and independence – to life for THE 8 in a film.
» For their most prestigious model expectations for the film were especially high, and since it was BMW’s first launch of a new model via the Bayerische Motoren Werke signet, more than ever something highly new and unseen was asked for.
» Driven by the idea that first-time experiences – like the first steps we take, our first kiss, or the first man on the moon – have a special kind of magic to them, we looked for a place where we could tell a unique and unseen first-time-story.
» So we took THE 8 to Venice, a world’s first, and drove it on the iconic canals of one of the most recognizable cities in the world – while at the same time telling an emotional and unique story about a driver and his audacity to pursue his dream.
Up until today, the film was shown in over 18 major BMW markets around the world.