BMW released its digital-first campaign for the new BMW M2 Coupe and enlisted model Gigi Hadid in an interactive 360 degree film.
The film, which debuted on YouTube and Facebook, was directed by Marc Forster, who directed films such as “James Bond – Quantum of Solace” and “World War Z”.
The spectacular one-shot stunt – captured in a single uncut tracking shot – was filmed at an airfield in California’s Mojave Desert under the direction of Oscar-winning cameraman Mauro Fiore (“Avatar”, “The Equalizer”).
360 film starts with the supermodel climbing into one of three parked BMW M2 Coupes.
After that, the viewer tries to keep track of Gigi Hadid and her BMW M2 Coupe. Within a short space of time, two more BMW M2 Coupes join in and a fast-paced car choreography begins – making the task almost impossible.
Hadid disappears into one of five identical M2s that shuffle up. Good luck keeping track of her as the cars weave around. But if you can keep track there’s a reward for you!
Hadid was immediately impressed:
BMW is such an iconic brand. The fact that I get to be the face of this campaign is definitely a career highlight for me. The M2 is such a cool, fun car.
I had a blast working on this project.
The digital spot kicks off an integrated campaign for global rollout through TV, digital, social media and CRM channels.
Interactive 360 film takes place on the campaign microsite, eyesongigi.com