Client: BMW, Mindseye
Project: Media Wall Animations
Format: LED pitch screen
Year: 2012
Role: Video Designer and Animator
In 2012 I was commissioned by BMW to create large-scale animations for their new flagship stores in Paris and London.
The animations were designed as immersive backdrops to the cars in the stores. They were displayed on giant LED media walls covered with etched glass that flooded the spaces with light. The diffused nature of the light meant that the content had to be bold and atmospheric, avoiding the frenetic animation style often associated with LED screens in a retail context.
The inclusion of a 'white layer' on these media walls, as well as the standard RGB, allowed me to achieve soft, pastel tones not usually available on screens like this.
Paris
Animation 1: Auto Genesis
This is the first of two graphic treatments created for the store. It draws on elements of the design process involved in creating a car as well as giving a nod to the heritage of BMW's unique 'kidney' (front grille) design.
Animation 2: City of Light
This is the second graphic treatment created for the store. Here, the city of Paris provides the inspiration for much of the content, taking the idea of 'a journey through a the city' as a starting point.
London
Animation 1: BMW Heritage
This animation focuses on the history of the BMW brand, from 1916 to the present day. The 'kidney' motif is adapted to create a portal through which the viewer is transported along the timeline of various iconic BMW cars. The designs 'grow' from blueprints into fully rendered photographic images.
Animation 2: BMW Design
This animation focussed on the complex process involved in the initial concept development and creation of a new BMW car. Using video footage of designers at work, this animation blended super slow-motion with coloured light-leak effects to create an atmospheric loop focusing on the human and mechanical movement involved in the design process.
Animation 3: BMW M
This animation was designed to reflect the power and aggression of BMW's M-brand. Using footage from the Motorsport archive and detailing specific to the M-brand, the animation switches between forensic slow-motion and controlled bursts of power and energy.
Project Tags
Companies
BMW Group
- Non Creative Industries
