BMW M6 COUNTDOWN

BMW M6 COUNTDOWN

The underlying idea was based on a very artificial and abstract design approach, therefore differentiating itself from the direction taken so far in the M-presentations. In addition to the key messages such as power and speed, the M’s character was also to be illustrated.

The underlying idea was based on a very artificial and abstract design approach, therefore differentiating itself from the direction taken so far in the M-presentations. In addition to the key messages such as power and speed, the M’s character was also to be illustrated.

»We wanted to exclusively use analogue recordings thereby reflecting authenticity and street credibility.«

»We wanted to exclusively use analogue recordings thereby reflecting authenticity and street credibility.«

To do this we used two fundamental components as a basis. Firstly, the M6 itself was to be put in the limelight in a new and experimental way, using light, movement and materials. Secondly, we wanted to present the M6's personality by use of vibrating objects and materials including metal grilles, sheet metal, fibres, gravel and liquids as wells as many others.

This mixture created a surreal series of shots, which never shows the M6 in its entirety but makes it palpable and brings it to life for the viewer. Due to the high level of abstraction, it was to have the effect on the viewer of being mysterious, puzzling and also slightly provocative. One particular challenge was to split the sections at the end, across the three screens, and to completely rearrange them with the music.

To do this we used two fundamental components as a basis. Firstly, the M6 itself was to be put in the limelight in a new and experimental way, using light, movement and materials. Secondly, we wanted to present the M6's personality by use of vibrating objects and materials including metal grilles, sheet metal, fibres, gravel and liquids as wells as many others.

This mixture created a surreal series of shots, which never shows the M6 in its entirety but makes it palpable and brings it to life for the viewer. Due to the high level of abstraction, it was to have the effect on the viewer of being mysterious, puzzling and also slightly provocative. One particular challenge was to split the sections at the end, across the three screens, and to completely rearrange them with the music.

»Due to the high level of abstraction, it was to have the effect on the viewer of being mysterious, puzzling and also slightly provocative.«

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CREDITS

CREDITS

Direction & Design
IAM ONO

EDIT
IAM ONO

Direction & Design
IAM ONO

EDIT
IAM ONO

Commissioned by
OmstudioS

Production & Agency
Wolf Production & Meiré Meiré

Commissioned by
OmstudioS

Production & Agency
Wolf Production & Meiré Meiré

DOP/Technical Support
Frederic Doss (Daylight)

Music & Sound Design
Wolf Production

DOP/Technical Support
Frederic Doss (Daylight)

Music & Sound Design
Wolf Production

CREDITS

Direction & Design

IAM ONO

Edit

IAM ONO

Commissioned by

Omstudios

Production & Agency

Wolf Production & Meiré Meiré

DOP/Technical Support

Frederic Doss (Daylight)

Music & Sound Design

Wolf Production

INTERNATIONAL MOTOR SHOW IAA IN FRANKFURT/MAIN

INTERNATIONAL MOTOR SHOW IAA IN FRANKFURT/MAIN

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Selected Works

InnoTrans BrandfilmSomething new, every day, every minute, every second.
The closer we look the more we discover.

NDR ZeitsprungA mystical interplay between light,
reflections, materials and movement.

All the StoriesThe past, present and the future merge
with each other in a magical way.

BMW M6 CountdownThe use of exclusively analogue shots
reflects authenticity and street credibility.

Mercedes-Benz EQCThe interplay of a hitherto unknown beauty:
the conscious encounter of digital and analog elements.

The Art of InnovationInnovation isn't the easiest path.
But it is the most sustainable.

All works by IAM ONO — On to the Next One.
Imprint | Privacy Policy

All works by IAM ONO — On to the Next One.   Imprint | Privacy Policy