TAKING ANOTHER LOOK AT MAN VS MACHINE
BECKER CREATIVE was hired to create passionate content for the Bavarian driver of automotive innovation by
• creating and curating unique stories
• producing and publishing content
BMW tapped into a need for authentic content across various portals and gave us free rein to develop and produce around a dozen distinctive stories, all centered around their Freude am Fahren vehicles. Below, you can find some of the highlights.
Together with well-known automotive photographer Stefan Bogner, we had the incredible opportunity to do a design study of the BMW Concept X2 prototype in the impressive Zenith Kulturhalle in Munich. We published the story via Instagram and Kim-Christopher Granz for designlovr.com. The post swiftly received over 300,000 likes.
BMW Art Cars belong to the most precious vehicles on earth. Some of the world’s most important artists of the 20th and 21st centuries, including David Hockney, Jeff Koons, Roy Lichtenstein, Robert Rauschenberg, Frank Stella, Jenny Holzer and Cao Fei, have created spectacular beauties of design and engineering. To date, a total of 19 official Art Cars have been made, based on both racing and regular production vehicles.
Our work for BMW partnered with automotive historian Wolfgang Blaube and Documenta artist and design professor Florian Borkenhagen in the BMW Art Car exhibition at Automuseum Prototyp in Hamburg. We documented their conversation about culture and competition, the question of why Alexander Calder was selected to design the first BMW Art Car, and a winning Warhol.
To visualize a side-by-side comparison of BMWs M Performance and I Performance 7 Series, we made a mash-up of two existing videos.
To promote one of BMWs fastest luxury sedans and to visualize the potential in acceleration, we made a remix of an existing film of the BMW 760Li xDrive and a newly filmed scene with Sergio Garcia, one of the world’s top golf players.
To celebrate the 100th anniversary of BMW, we produced a Flipboard magazine named “1 of 100”. The curated magazine showcased 100 pieces of content – articles, videos & new detail photos – around a BMW 7 Series limited model.