Project:

BMW

'Magic Number'

Type:

Animation, Live Action

BMW exudes an energy both refined and ferocious so in order to highlight the new line 3 series vehicles, we wanted to bring that intensity to the forefront. Combining a punchy edit with striking graphics of the number “3” we leaned into the nuances that make each vehicle unique while continuing the propulsive push forward to a stylized montage crescendo.

Utilizing the skills of the entire studio, we leaned in to capture the reverence of the script. To evoke the attitude and energy rivaled only by the brand itself. Creating a series of artful 3’s to compliment the thundering vibrancy of the visuals and weave a tapestry of art and style alongside the edit. This is adrenaline meets asphalt. It’s design and attitude and legacy. It’s innovation and divinity and breaking down the walls of the expected. It’s premium and punchy and atypically electric.

This isn’t the normal.

This is BMW.

Credits

Design & Animation: Scholar
Creative Director: Will Johnson
Managing Director: Jo Arghiris
Executive Producer: Kirsten Noll
Associate Creative Director: Macauley Johnson
Head of Production: Tyler Locke
Producer: Kev Jones
Designers: Cam Floyd, Dennis Go, Dae Kang, Vin Kim, Jina Kwon, Wu Hyun Lew, Emanuele Marani, Grace Poole, Brandon Lee Smith, Jean-Michel Verbeeck, Valentino Vilches, Hana Eunjin Yean
2D Animators: Vin Kim, Wu Hyun Lew, Jeffrey “Jip” Jeong
Flame Artist: Matt Lavoy

Editorial, Music, Mix & Sound Design: Scholar
Editor, Sound Designer, Composer: Jason Webb
Assistant Editor: Dominic Strazulo

Telecine: The Mill
Colorist: Matt Osborne

Client: BMW
Agency: Goodby, Silverstein & Partners

"Our designs are extensions of personality, the style and the swagger of the 3 series all melted together into a cocktail of high-energy performance."

Process

"This is adrenaline meets asphalt. Where design and attitude meet legacy."