Translating Joy: A film we made for BMW China directed by
@leisureco_ and
@pablo.rochat
BMW in Chinese is “宝马” (bao-ma). It originally means “precious horse” but due to BMW’s popularity, every time you input the characters “宝马” into an AI translator it translates to “BMW” regardless of the context.
For example ‘招财进宝马到成功’ should read “Wishing you fortune and success” but in the clumsy hands of an AI translator it is interpreted as the nonsensical sentence “Lucky money into BMW to success”.
Real Good was asked to create a campaign that visually represented these translation errors.
Directed by
@leisureco_ and
@pablo.rochat
Director of Photography
@dan_debonair
Production Designer
@daltonm17
Costume Designer
@sarahnakhlecerruti
Editor
@rjpaganini
VFX Supervisor
@dogdogdogdogdogdog1234
Designer
@9imyen
Animation
@tomgoulery @peterlikesthis
VFX Artist
@ro.belugo Hwanhui Lee
Sound Design
@barneydwyer
Thanks to TBWA and BMW China and Filmate for bringing us on!