In this behind the scenes feature, we’ll be discussing our latest viral video for BMW, The Call. The brief for this project called for a tricky slow motion shot, following a flying cellphone through the interior of a car. Let’s break down the steps we took to achieve this effect.
The phone’s journey takes place within a spacious BMW M5. The front seat passenger answers the phone, before the driver punches the accelerator and the car’s speed sends the phone drifting through the air toward the back seat.
First, we fully composited the phone in 3D, to give us total control over the phone’s movement.
During production, we used a mirror ball to take a HDRI (High Dynamic Range Imaging) light probe, using 9 different exposures. This allowed us to capture the real lighting condition inside the M5 and later simulate it in our created 3D environment.
We then needed to create a realistic reflection over the phone’s glass surface. For this, we shot a separate panorama of the interior of the car. The camera settings in the 3D environment were then matched with the camera settings of the panorama plates.
For a look at the finished phone in motion, check out the official viral video on Youku.
Watch: BMW The Call
Two of our projects with Interone and BMW picked up some awards recently.
The M3 Tiger Edition won a silver at the China Digital Advertising Awards for ‘Innovative Use of Media’ and the BMW 1 Series campaign won a bronze Effie in the ‘Integrated Media’ category. Congrats to Interone.
The launch of the BMW M3 25th anniversary Tiger Edition took place on August 31st so we can now reveal what we’ve been working on all this time. You can check out the host of videos on the launch site www.beastinside.cc. We’ve been working tirelessly with our friends Interone to launch teasers, trailers, bumpers, banners and virals all to promote the 30 (THIRTY!) Tiger edition cars available for sale in China.
We’ve just wrapped up the principal filming for a new BMW short film and it is looking pretty damn sweet (if we do say so ourselves). Unfortunately we’ve been hit with a gag order so can’t say too much about it or show you exactly what it involves. Naturally this is a wee bit frustrating so in the mean time you can take a look at us making it. Phase 1 launches on August 16th so we’ll be updating here as we go. We had a blast filming this, hoping you’ll have a blast watching the final product!
Part 1 of the BMW Joy campaign can be viewed here now! Click picture for link. You can also watch it at bmw-joy.com.cn and post your ideas for how this short film should end. By the time we recover from making this one, it’ll be time to start making the 2nd part.