In honor of the world’s fastest accelerator, BMW’s latest activation has start-up entrepreneurs pitch their game-changing ideas while hurtling around a track in “Hot Lap.” Featuring videos directed by Bullitt director Mouse McCoy, the “BMW Hot Lap Pitch” shows just where speed, precision, and smart ideas can lead: the fast track to fruition. Tapping McCoy’s unique intersection of experience in documentary, automotive and 360 projects, the “BMW Hot Lap Pitch” is a filmed live event, a brand-supported concept created by KBS, where participants, prepared to pitch their innovative ideas, were unexpectedly introduced to the pressure and intensity of the high speed pitch ride. Crafting a climate that worked both as an in person experience and one that would play out on screen, involved intensive planning and coordination with the agency and production teams. As the “BMW Hot Lap Pitch,” campaign reveals, the intersection of brand-supported entertainment aligns with innovation to support big ideas with the potential for huge effect.
Client: BMW
National Marketing Manager: Lisa Judge
Agency: KBS
Chief Creative Officer: Patrick Scissons
Executive Creative Director: Chris Polychronopoulos
Senior Copywriter: Rob Hirts-Hermans
Senior Copywriter: Ricardo Franco
Senior Art Director: Bjorn Johansson
Head of Production: Jenny Read
Executive Producer: Drew Lippman
Senior Producer: Daniel Roversi
Executive Director of Content Affairs: Robin Oksenhendler
Group Business Director: Samantha Smeach
Business Director: Ryan Castaldo
Senior Strategist: Steve Gorski
Integrated Producer: Jena Fabry
Production Company: Bullitt
Director: Mouse McCoy
DP: Mike Svitak
Executive Producers: Luke Ricci, Todd Makurath
Producer: Jeff Rohrer
Editorial Company: Saints Editorial
Producer: Tory Osler
Editor: Mark Paiva
Assistant Editor: Michael Ofori-Attah
Color: Company 3
Colorist: Tom Poole
Finishing: Art Jail
Head Of Production: John Skeffington
Creative Director: Steve Mottershead
Sound Design: Source Sound
Sound Designer: Charles Deenen
Sound Mixing: Sound Lounge
Sound Engineer: Tom Jucarone
The Undeniable Voice of Art
Creative Growth, the first organization dedicated to supporting artists with developmental disabilities, has teamed up with creative marketing company, John McNeil Studio to unveil its new brand. Representing 50 years of elevating the work of artists with disabilities within the arts community, Creative Growth’s new brand campaign includes a new identity and logo, new positioning, brand film and a redefined strategy centering on the ‘undeniable voice of art.’ Creative Growth’s evolved brand is at the forefront of a shift towards art that stands for the inherent reveal — the power of artistic expression to bring understanding and connection to us all. The brand’s new expression includes unobtrusive color and design choices that purposely don’t compete with the voice of the artist and instead, serve as a container for the art to have a voice of its own. Executive Creative Director, Gerald Lewis of John McNeil Studio explains “We needed to create a powerful, distinctive voice for the brand. But, it couldn’t compete with the voice of the artists because in the end, the art has to speak. It had to be simple, honest and genuine, in line with the mission of Creative Growth. Artists will spend 30 years making work, honing their craft and following their voice inside this space. We wanted to celebrate that. So, while the mark, the brand, is simple and honest, it’s also expansive and energetic.” Kicking off the new brand campaign is a short film capturing the voice of artist William Scott as he walks through downtown Oakland and enters... Read More