BMW
Gamification trailer for BMW’s Born to Race format.
Film
3D
The gamification trailer for BMW stages speed in a visually progressive way, emotionalizes competition, and excites new target audiences.
Initial Situation
With the “Born to Race” format, BMW established a setting designed to capture the spirit of speed and competition. The challenge: to condense this feeling into a visual presentation that clearly stands apart from traditional corporate content. The color blue carried the idea of translating the look and feel of a video game into the project’s aesthetic.
Project Description
dynamic — experimental — audience-driven
A VFX-driven trailer with a strong gamification look for the BMW Born to Race format.
increase in perception of innovation image
increase in viewership among audiences under 30
Development
Together with LG42 and Farbe Blau, a 90-second trailer was conceived, filmed, and animated. Through animated HUD overlays, motion tracking, and 2D motion graphics, the post-production process created a cinematic experience that transfers the visual language of gaming into a corporate context.
Result
Younger target audiences were reached significantly more effectively through the consistent gamification look.
The format is perceived as more innovative and experimental than conventional corporate trailers.
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