BMW Z4 concept car from a few years back directed by my old friend @daniel__borjesson
The car was so top secret the BMW people were shitting bricks up at Tejon Ranch, paranoid that car spies and rival manufacturers were lurking everywhere in the hills with telephoto lenses. They would only let it out for very short runs, then immediately hide it under a tent, so it was hard to get into a rhythm for the running footage. It was also only allowed to be driven by the one single test guy at BMW, who was so precious with it he rarely went much faster than 15mph. We wanted to get some speed and action out of the running footage, but it was tricky to make it look like it was going fast. And you can kinda tell in edit - jazzy cuts that donโt linger too long on slow car๐. But a very pretty car. Not sure if it ever got into production?
Itโs very subtle, but we introduced a slight yellow/orange light on the main characters face in a few shots to kind of give a premonition of the car. Not sure if it made a difference, but fun to think and play with.
Getting wide shots without being on a wide lens is a constant battle in the arm car on all car commercials, even when you shoot spherical. Cars just donโt look that good on a 12mm lens, unless youโre going for a goofy, comedy vibe. Or the car is really, really small, like a Smart Car ๐ Good times. @artistry.agency@the.talentgroup
๐ ๐๐จ๐ฅ๐ฏ๐จ ๐ฉ๐ซ๐จ๐ฃ๐๐๐ญ ๐ฐ๐ ๐๐ข๐ ๐ ๐๐๐ฐ ๐ฒ๐๐๐ซ๐ฌ ๐๐ ๐จ ๐ฉ๐ซ๐ข๐ฆ๐๐ซ๐ข๐ฅ๐ฒ ๐๐จ๐ซ ๐ญ๐ก๐ ๐๐ ๐ฆ๐๐ซ๐ค๐๐ญ.
Canโt quite remember why, but the car wasnโt available for the shoot, so we had to go full CGI.
Still happy about how seamless it all came together.
Link in bio.
๐๐ฃ๐๐ฎ ๐๐ฅ๐๐ซ๐ญ!
As hockey legend Wayne Gretzky once said, โYou miss 100% of the shots you donโt takeโ. I took the advice and aimed at something Iโd never tried before โ kittens!
Two years ago, I had the opportunity to develop a new visual concept for Flygresor, Swedenโs leading travel search platform. With kittens already a beloved part of their marketing, they wanted to take a new creative visual approach.
Teaming up with the brilliant production designers Adrian Cristea, Florentina Schmid, and their fantastic team, we meticulously hand-crafted miniature sets of iconic locations like New York, the Caribbean, and Egypt โ and sent the kittens off on a holiday adventure. The campaign reached an incredible 28 million views on YouTube! Given the campaign being made only for Sweden with a population of just 10 million, the results far exceeded our expectations.
This year, we continued the concept by sending the kittens to the romantic charm of Paris and the sun-kissed beauty of the Greek Islands. Being a furball is hard work, so even a kitten deserves a vacation now and then!
A big Mjau! to everyone involved.
Client: Flygresor.se
Business controller: Anna Morin
Production Company: Always Frank
Executive Producers: Peter Sarhammar, Mattias Coldรฉn
Director: Daniel Bรถrjesson
DOP: Robin Asselmeyer (Paris, Greece)
DOP: Gรถsta Reiland (New York, Caribbean, Egypt)
Editor: Stefan Strรถm
Online: Love Fagerstedt
Colorist: Joakim Rissveds
Production Service: Digital Spirit
Producer: Andrei Loghin
Production Manager: Raluca Lungu
Production Designer: Adrian Cristea
Art Director: Florentina Schmid
#CreativeConcept #Travel #Advertising #Miniatures #KittensOnHoliday #Flygresor #VisualDesign #Cuteness #MiniatureMagic #Filmmaking #Catcommercials