TJ O'Grady Peyton Directs Another Kind of Ultimate Driving Machine For BMW, KBS
The “Ultimate Driving Machine” slogan takes on new meaning in this spot as the focus turns to the BMW-designed U.S. Paralympic Team performance wheelchair.
Each year, BMW meets with a variety of Olympic teams to determine where the greatest need and opportunity for positive impact exists. For the 2016 Rio Olympic games, BMW is putting its support behind the Paralympic track athletes with the goal of increasing visibility and support for the Paralympic Games. As the proud designer of the 2016 U.S. Paralympic Team performance wheelchair, BMW partnered with agency KBS to create a :60 spot, “Built For Gold,” to celebrate BMW’s commitment to all Olympians. The spot features Josh George, four-time Paralympian, putting in the miles on BMW’s Performance Wheelchair as he prepares for Rio. As he makes his way down the winding roads of Champion, Illinois, we’re reminded of the long hours, distances, and roads it takes to be a champion.
Directed by TJ O’Grady Peyton of production house Decon, the spot will run during the Olympic Opening Ceremony on broadcast and digital channels. There will also be a social component initiated during the Closing Ceremony that aims to keep momentum and enthusiasm alive during the two week period between the Olympics ending and the Paralympics beginning.
Client BMW Agency KBS Paul Renner, executive creative director; Fred Sanicola, group creative director; Nate Virnig, creative director; Mike Merritt, sr. copywriter; Jenny Read, head of production; Michelle Strank, producer; Ariana Ekonomou, associate producer. Production Decon TJ O’Grady, director; Eigil Bryle, DP; Misha Louy, exec producer; Brian Turner, head of production; Peter FitzGerald, line producer. Editorial Cut+Run Gary Knight, editor; Brandon Iben, assistant editor; Rana Martin, exec producer; Ellese Jobin, producer. Music/Sound Travis + Maude Dave Wittman, composer/creative director; Kala Sherman, exec producer; Jay Nierenberg, sound design. Audio Post Heard City Phil Loeb, audio mixer; Sasha Awn, exec producer; Talia Rodgers, producer. Postproduction Company 3 Tom Poole, colorist; Clare Movshon, producer.