Cannes Lions

BMW I8

SERVICEPLAN, Munchen / BMW / 2014

Case Film
Film
Film

Overview

Entries

Credits

Overview

Description

This spot takes us on one of the most exciting journeys one can imagine: The journey from the impossible to the possible. It starts with the very first diffuse vision of the i8, passes through several stages of the car’s development: From questions, doubt and struggle to growing optimism, confidence and success ... finally leading us to the breathtaking realization of the i8. The genesis of the i8 leads from the diffuse darkness of the uncertainty to the bright light of a new era - embodied and voiced by the US-American actor Michael Pitt, well known from his role in Martin Scorcese’s award-winning TV series Boardwalk Empire.

Execution

When we created the i8 campaign we knew right away that we would need brilliant actors to bring them to life. By brilliant not meaning mean big names or great looks. What we were looking for were outstandingly charismatic personalities that would be able to tell the abstract transition from the impossible to the possible on a highly emotional level. Someone who was physically intense and emotionally involving and could act extremely open, pure and true. With the help of Hollywood's legendary casting director and operating from London, New York and Los Angeles, we found what we were looking for. It took us three intense weeks to cast more than 1000 actors around the world. And roughly another week to meet 73 selected actors in person let them go through the script and finally select 3 favorite actors together with director.

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