Chris Pine narrates BMW's Earth Day spot with a gravity-defying car

Ad from FCB New York promotes the all-electric BMW iX

Published On
Apr 19, 2022

Editor's Pick

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."

Credits

Date
Apr 19, 2022
Client :
BMW
Agency :
FCB-New York
Co-Chief Creative Officer :
Gabriel Schmitt
Co-Chief Creative Officer :
Michael Aimette
Executive Creative Director :
Laura Wimer
Senior Art Director :
Liz Mamey
Senior Art Director :
Richard Cruz
Senior Copywriter :
Cory Frame
Senior Copywriter :
Adam Nelson
Agency Producer :
Alina Carrel
EVP, Director of Integrated Production :
Adam Isidore
Director, Business Affairs :
Janice Katz
SVP, Group Account Director :
Amy Elkins
Account Director :
Jack Lodge
Account Executive :
Ellie Cook
Associate Director, Project Management :
Nicholas King
Project Manager :
Jesse Morris
Social Strategy Director :
Greg Hines
CSO :
Shelley Brown
VP Managing Director :
Tim Welsh
SVP, Group Account Director :
Jan Lemke
Director, Strategy :
Rory Webber
Associate Creative Director :
Andrew Bernardi
Associate Creative Director :
Jordan Gabriel
EVP, Head of FCBX :
Kim DeNapoli
Account Director :
Bianka Kristen
Account Executive :
Rachael Simon
Senior Supervisor, Experiential and Content :
Mackenzi Schumann
Production :
Lord + Thomas
Director :
Adam Nelson
Producer :
Brian Bennhoff
Cinematographer :
Tate McCurdy
Steadicam & Crane :
Bill Hunt
1st AC :
Terra Gutmann Gonzalez
2nd AC :
Josh Montiel
Production Coordinator :
Catherine Wright
Production Assistant :
Christi Waldon
Set Medics :
Sara Deluca-Moring
Set Medics :
Omair Ilya
Production Design & Fabrication :
11th Street Workshop
Still Photography :
Jack Schroeder
Post Production :
Lord + Thomas
Studio Director :
Liz Ludden
Producer :
Doria Lacey
Editor :
Adam Nelson
Colorist :
Jacob McKee
Visual Effects :
Preymaker
Visual Effects :
Creative + Technology
Visual Effects :
Angus Kneale
Visual Effects :
Verity Kneale
Visual Effects :
Melanie Wickham
Visual Effects :
Julian Fitzpatrick
Visual Effects :
Rune Mansson
Visual Effects :
Hassan Taimur
Visual Effects :
Bridgette Doran
Visual Effects :
Joaqui Lopez
Visual Effects :
Greg Cutler
Visual Effects :
Jacob Weeks
Visual Effects :
Kendall Rotar
Visual Effects :
David Grzesik
Visual Effects :
Simon Holden
Visual Effects :
John Volny
Visual Effects :
Jon Rogala
Visual Effects :
Jongmoon Woo
Visual Effects :
Steven Miller
Visual Effects :
Taekyu Kyu Kim
Narrated by :
Chris Pine
iX Themes :
Hans Zimmer
Original Composition And Audio Post :
Squeak E. Clean Studios
Executive Creative Director :
Rob Barbato
Remix Arranger :
Ben Abud
Senior Sound Designer/Mixer :
Suat Onur Ayas
Executive Producer :
Kit Winter
Executive Producer :
Chris Clark
Senior Producer :
Tarjas White
Senior Post Producer :
Angelina Phengphong

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