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

Published On
May 05, 2021

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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. 


May 05, 2021
Client :
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 :
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 :
Director of Production :
Tom Gehring
Colorist :
Kath Raisch
Producer :
Anna Kelman

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