They say art is subjective. While tire tracks in black ink on a sheet of paper may look like a child's homeroom project to one, is actually a piece of collectible art for another. Nowhere is this more evident than Kirshenbaum Bond Senecal & Partners work for BMW, "The M Press," which created unique pieces featuring a tread mark from the tire of a 2012 BMW M6 Coupe. The "M Print," created via a new technology that sprayed ink over the car's tires as it drove over paper was used in a direct mail campaign targeted towards BMW owners, and prospective owners. The mailer, which illustrated the car's ability to go from zero to 60 mph in 4.1 seconds, included a link to a personalized site, which showed the video of how their print was created.
A behind-the-scenes video, featuring the driver on the Blackhawk Farms Raceway in Illinois, shows how the idea was created.