Challenging times call for stress reduction–and BMW is looking to accommodate us. For its latest brand campaign out of Goodby Silverstein & Partners (GS&P), BMW invites us to sit back, relax and take a first-person audio-sensory journey through an online car wash––no seat belt necessary. The BMW Calm Wash film has premiered today (8/17) on YouTube and may soon be streaming on Amazon Prime.
The two-minute film features an array of mesmerizing colors and cosmic sound design and invites viewers to zone out and find their moment of Zen while sitting in a luxurious X7.
“We look at the BMW X7 as not only a mode of transportation but as a safe space, somewhere passengers can go to relax,” said GS&P associate creative director Rony Castor. “And right now we could use some relaxation.”
Credits
Client BMW of North America Uwe Dreher, VP, marketing of North America; Albi Pagenstert, head of brad strategy & communications, North America; Michael Jobst, national brand & media director; Zach Ambrosino, national media specialist; Jaime Pritchard, social media specialist. Agency Goodby Silverstein & Partners Jeff Goodby, Rich Silverstein, co-chairmen; Margaret Johnson, chief creative officer; Wes Phelan, Matt Edwards, creative directors; Anthony O’Neill, Rony Castor, associate creative directors; Mike Rodriguez, art director; Sam Dworkin, copywriter; Leila Gage, Margaret Brett-Kearns, co-directors of production; Matt Laker, executive producer; Phoebe Buckley, producer; Bonnie Wan, partner, head of brand strategy; Christine Chen, partner, head of communication strategy; Stephanie Phillips, group brand strategy director; Kevin DeStefan, brand strategy director; Darien Ahn, brand strategist; Dong Kim, group communications strategy director; Matt Hudgins, sr. communications strategist. Media Agency Universal McCann Production Company GS&P Social Michael Miller, co-director/DP; Quinn Gravier, co-director; Danielle Richard, exec producer; Amanda Steigerwald, line producer. Editorial GS&P Social Michael Miller, editor. Audio & Sound Design Post Human Sloan Alexander, composer, sound designer, mixer, creative director; Carol Dunn, exec producer; Kamela Anderson, sr. producer. Postproduction Company 3 Kath Raisch, colorist; Tom Gehring, director; Max Hadson, operations manager; Matt Moran, sr. producer.
Tom Tagholm of Various Films directed this moving piece for the U.K.’s Department of Health and Social Care (DHSC) out of creative agency MullenLowe UK.
Focused on adult social care, the public service film delves into the world of care providers and how they connect with those they help. We feel how gratifying it is to assist people in daily tasks, the value it brings to their lives--and to the lives of those who provide this special care.
It’s a special career for people who might not have previously considered the role. It’s about a fulfilling job that fulfills lives. There’s a shared, reciprocal energy that emerges from working together in this way.
Capturing this dynamic and doing justice to this human story grew out of the creatives and filmmaker spending an extended amount of time in this world--long before any scheduled lensing. At this juncture, there were no cameras, just getting to know those involved--sharing tea and chatting, driven by a curiosity about life.
And this facilitated down the line the capturing of real human stories--trying not to get in the way of the natural rhythms of these special relationships as they unfolded. The mission was to recognize and capture all this--and in some cases uncover the significant moments and feelings inside of an apparently normal day. At the same time, the role of adult special care providers isn’t sugarcoated. There are challenges on both sides of the relationship. Yet there is a magic to the seemingly mundane, practical beats in a life--getting from point A to point B, answering emails, shopping, the daily tasks where the connection felt the most vivid and inspiring. One such task was seeing a man in a kitchen, cutting an onion for the first time, experiencing the joy of cooking.
The... Read More
