BMW i8

  • Client: BMW Worldwide
  • Agency: Serviceplan International
  • Role: Creative Director



The launch-campaign for the new BMW i8 tells the unique story of the car’s creation. From the first vague vision of a new mobility–concept through several phases of its development right to its breathtaking realization in the form of the BMW i8. A journey from the impossible to the possible.
The mesmerizing mix of sun-bleached running shots and poetic monologues was staged by US film director Gus Van Sant and produced by Iconoclast and stars US-american actor Michael Pitt as well as the british actors Sam Hazeldine and Mickey Sumner, who each embody and voice different aspects of the i8’s genesis.
Despite the charismatic protagonists the visual focus always lies on the stunning performance, striking power and pure beauty of the i8, and – very extraordinary for a car that technologically advanced: it does so without any special effects at all, just relying on the brilliant craftmansship of all artists involved.

Press Clippings: Adweek  FastCompany  BusinessInsider