BMW is marking Earth Day with a sumptuous spot promoting its all-electric SUV, the BMW iX, featuring a voiceover by actor Chris Pine together with a seemingly gravity-defying installation involving the car.
"The Future Finds Us" sets out to emphasize the sustainability of the BMW iX. The spot begins with epic shots of a desert landscape as Pine reflects on "balancing progress...with beauty," culminating with a shot of the car balanced precariously on a stone tower, like some ancient rock.
The spot involved a complex production effort that saw agency FCB New York, in partnership with FCBX and production company Lord & Thomas, install the real-life BMW iX display in Yucca Valley, California. After 12 weeks of fabrication, consisting of designing and engineering, metal fabrication and additional car preparation, the iX replica was hoisted into the air and propped on its head atop a 12-foot tower of stone. The installation was then captured as part of a live action film shoot. Lord and Thomas in-house director Adam Nelson partnered with production and technology collective Preymaker on the film's visual effects.
The spot will run on digital properties including Facebook, Instagram and YouTube, and across BMW’s owned social channels.
According to Laura Wimer, executive creative director at FCB New York, the idea "represents the thread between... engineering, nature, and art. There’s a truth that unites the creative process, the process of engineering, and the progression of the natural world."