BMW Filmmaking Challenge with the BFI

Client: BMW

The all-electric BMW i7 has a jewel in its crown: a 31-inch, 8K ultra-wide passenger theatre screen which drops down from the panoramic glass sunroof - offering an entirely new perspective in the world of luxury mobility. This is a car to be driven in, not just a car to drive.

To launch, we needed to go beyond the advertising and let the car’s key feature earn its own attention amongst progressive minds and tastemakers. Taking the thought of ‘a new perspective’ further, we invited the British filmmaking community to use the unique 32:9 aspect ratio screen as a fresh creative canvas. Partnering with the BFI and Emmy Award-winning screenwriter Michaela Coel, we commissioned a filmmaking competition, providing up-and-coming British filmmakers with the opportunity to show the world an entirely new perspective of their own; in ultrawide. With Michaela serving as a mentor and collaborator, five short films were made. The winning film premiered at the BFI London Film Festival in October, where Michaela Coel, the directors and of course the BMW i7 had their red-carpet moment. With an earned reach of 116 million, we delivered one of the most exciting arts and culture stories of the year, and positioned the BMW i7 as a leader in luxury. The triumphant queercore film ‘We Collide’ is now on its journey to becoming a TV pilot. Agencies - Wasserman: Partnership, Talent and Project management. Media Monks: Strategy, Creative and Concept. Popcorn PR: PR, Campaign imagery and Editorial content.