Definition CE 04
Strategy
Art Direction
Film
Campaign
As the main creative responsible for the brand launch of the new e-scooter by BMW, we developed the strategy, the positioning as well as the visual concept for the concept bike Definition CE 04 in the team and together with the client. This work was developed during my time as Creative Director at TRACK.
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Production
We were faced with a big challenge: How do we produce material for a bike that is at home in global metropolises? In a pandemic. With high safety and prototype requirements.
We used stock material from various cities and stock material from BMW Motorrad.
We commissioned a production company to film POV driving shots in Berlin, Hamburg and Frankfurt. We used the footage to create the impression that we were on the road with the concept bike.
We produced the driving shots, details and beauty shots on the BMW premises in Munich.
The editing of the collected material and the post-production was done by another service provider in Hamburg.
Motifs
Photographer: Hermann Koepf
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Moving image
The riding shots and details were shot on the BMW premises in Munich. I was the film director.
