Cannes Lions

MAGNETS

FCB INFERNO, London / BMW / 2015

Film
Film
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This film is a perfect metaphor. A four-wheel drive system described through four patches of iron filings hugging the curves of a terrain. Shooting in camera conveys the honesty of the idea. We wanted the viewer to be amazed by what they saw, not the technique. Craft is what makes something great become sublime, through lighting, composition, movement, sound falling together in pure harmony.

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