BMW creates the 'Ultimate AI Masterpiece' for installation at Frieze New York
Campaign from Goodby Silverstein & Partners blends art and artificial intelligence to promote the 8 Series Gran Coupe
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BMW has created a virtual installation that explores how AI can power the world of art, in a campaign promoting its 8 Series Gran Coupe.
The project was created in partnership with creative technologist Nathan Shipley of Goodby, Silverstein & Partnersand Gary Yeh, art connoisseur and founder of ArtDrunk. It uses AI to cross-reference over 50,000 images of artwork spanning 900 years as well as a curated set of 50 works from contemporary artists. The AI then generates entirely new works of art, merging what it learned from classical art and the styles of the contemporary artists. The new artworks are then projection-mapped onto a virtual rendition of the 8 Series Coupe. In addition to digital films, running on BMW social channels, the campaign also includes further online content such as a website, a podcast and a documentary.
“AI is an emerging medium of creative expression," said Shipley, in a statement.“It’s a fascinating space where art meets algorithm. Combining the historical works with the curated modern works and projecting the evolving images onto the 8 Series Gran Coupe serves a direct nod to BMW’s history of uniting automobiles, art,and technology.”
The campaign runs in partnership with art show Frieze New York, which is taking place this week at The Shed in Manhattan, New York. It's also marking 50 years of cultural engagement by the BMW brand, which has included collaborations with artists, shows and institutions.
Credits
- Date
- May 05, 2021
- Client :
- BMW
- Agency :
- Goodby Silverstein & Partners
- Vice President of Marketing BMW of North America :
- Uwe Dreher
- Founder of ArtDrunk :
- Gary Yeh
- Co-Chairman :
- Rich Silverstein
- Chief Creative Officer :
- Margaret Johnson
- Creative Director :
- Wes Phelan
- Creative Director :
- Matt Edwards
- Creative Director :
- Nathan Shipley
- Associate Creative Director :
- Carlos Rangel
- Associate Creative Director :
- Kevin Leung
- Art Director :
- Nando Sperb
- Copywriter :
- Gustav Johansson
- Creative Technology :
- GS&P Labs
- Director of Creative Technology :
- Nathan Shipley
- Executive Producer :
- Tena Goy
- Creative Technologist :
- August Bjornberg
- Creative Technologist :
- Troy Lumpkin
- Designer :
- Nando Sperb
- Group Account Director :
- Jenna Duboe
- Group Account Director :
- Chris Ferko
- Account Director :
- Alissa Sheely
- Account Manager :
- Nikki Dietrich
- Account Manager :
- Olivia Mullen
- Account Manager :
- Kelly Preston
- Partner Head of Brand Strategy :
- Bonnie Wan
- Partner Head of Communication Strategy :
- Christine Chen
- Group Brand Strategy Director :
- Stephanie Phillips
- Brand Strategy Director :
- Kevin DeStefan
- Group Communications Strategy Director :
- Dong Kim
- Sr. Communications Strategist :
- Matt Hudgins
- Co-Director of Production :
- Margaret Brett-Kearns
- Producer :
- Phoebe Buckley
- Director of Business Affairs :
- Judy Ybarra
- Sr. Business Affairs Manager :
- Chrissy Shearer
- Production Company :
- GS&P Films
- Director :
- Mark Sandhoff
- Director of Photography :
- Mark Sandhoff
- Executive Producer :
- Danielle Riccardi
- Line Producer :
- Andrew Devansky
- Editorial Audio and Sound Design Company :
- eLevel
- Executive Producer :
- Michael Damiani
- Senior Post-Producer :
- Ali Plansky
- Editor :
- Graham Wilcox
- Editor :
- Lori Arden
- Assistant Editor :
- Liz Norris
- Executive Audio Producer :
- Josh Brown
- Audio Engineer :
- Nic Dematteo
- VFX Company :
- Company3
- Director of Production :
- Tom Gehring
- Colorist :
- Kath Raisch
- Producer :
- Anna Kelman
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