Embrace The Unknown

BMW X4 Global Launch Campaign

In 2014 Serviceplan designed and developed a strategic and creative platform for BMW’s off-road(-ish) X Range. ​​​​​​​

Conceptually, THE WAVE was an ever-changing version of the world, a constant state of unknown. 
Visually, it was expressed as a city that rolled on a landscape in a liquid motion, reflecting the movement of ocean waves.

The waves were brought to life thanks to the amazing work of Time Based Arts that managed to create a realistic, yet non destructive, but still exciting effect, both one on a large scale but also down to the details on street level.

In collaboration with: Sebastian Strasser, Linus Sandgren, Georg von dem Bussche, MPC, Time Based Arts & Radical Media​​​​​​​​​​​​​​. Photography, Emir Haveric.

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Creative Director, Copy