BMW has launched a new advertising campaign, Art of Driving, using a BMW Z4 Roadster as a paintbrush on a canvas the size of a football field. The campaign builds on the historical association BMW has developed with cars painted by artists such as Andy Warhol and Roy Lichtenstein.
Jake Scott, from RSA Films, worked with artist Robin Rhode to use the BMW Z4 Roadster as a paintbrush. Robin’s performance is mirrored on the larger canvas as the car, mounted with special paint dispensers behind its wheels, releases paint in circles of joy. Filming was shot from 40 separate remote-controlled cameras stationed both overhead and around the mural to capture Rhodes’ movements. The mural was separated out into a grid of twenty panels. Rhode choreographed the Roadster from a tower 30 feet above the canvas.
Click on the image below to play the video in YouTube (HD)
http://www.youtube.com/watch?v=-EVOu8kz71o
The piece, called “Art of Driving,” is being shown at New York’s Grand Central Terminal as part of a public art installation until April 6, alongside BMW’s iconic Art Cars designed by artists Andy Warhol, Frank Stella, Roy Lichtenstein and Robert Rauschenberg. The Art Cars are part of an ongoing effort for BMW to enlist artists to use the cars as their canvasses.
Click on the image below to play the video in YouTube (HD)
http://www.youtube.com/watch?v=F6xe1MgzaMk
Credits
The BMW Art of Driving campaign was developed at GSD&M Idea City, Austin, by executive creative director Mark Taylor, group creative director Jay Russell and David Crawford, associate creative director/art director Scott Brewer, associate creative director/copywriter Ryan Carroll, executive agency producer Jeff Johnson, senior agency producer Florence Babbitt.
Filming was shot by director Jake Scott via RSA Films, Los Angeles, with director of photography Salvatore Totino, executive producer Marjie Abrahams, producer David Mitchell.
Post production was done at Lost Planet by editors Hank Corwin and Bruce Herman, executive producers Nancy Osbourne and Krystn Wagenberg.
Music was composed by Nico Muhly.
