BMW i5 Reveal
BMW i5 Reveal
An electric unveiling4368 To kick off summer 2023, we joined forces with BMW to bring an extraordinary virtual reveal event to life…introducing the much-awaited i5 model against the vibrant canvas of Los Angeles, California. The event entranced attendees, shaking up traditional notions of art and human perception.
Our tireless efforts in pushing the envelope and stimulating curiosity resulted in an interactive showcase that surpassed all expectations. Central to this fascinating experience was a massive 10' x 10' 4-sided LED cube masterfully combining the virtual and real worlds to bring the stunning features and design of the i5 to life.
Our exhibit navigated smoothly between passive observation and tailored interaction, blurring the lines of reality. Utilizing clever tricks of scale and optical illusions, we fabricated an exhibition that propelled guests into an alternate dimension where reality and imagination melded. Our fine-tuned audiovisual tech worked in concert, weaving a captivating tapestry that transcended the material world.
Throughout the day, the cube entranced spectators with otherworldly patterns and light shows, while the sound of an unknown melody spilled from its interior, provoking intrigue and amazement. The legendary BMW logo would appear and vanish, playfully hinting at the imminent unveiling. As anticipation reached its peak, guests were invited back later in the day, greeted by an estimated countdown. As the time dwindled, a dramatic display unfolded, transforming the LED cube into a gateway, revealing the i5 in all its splendor.
Guests lined up to be plunged into an awe-inspiring virtual expedition that broke free from reality's shackles. The captivating animation exhibited on the LED cube ferried attendees through astonishing surroundings, capturing the electrifying soul of the i5. An exclusive "hologram" animation brought the vehicle to life, filling the area with a shower of sparks, energy, and electricity, reflecting the i5's electric narrative.
Inspired by EV charging stations, we devised an interactive touchpoint featuring a straightforward user interface that invited exploration. An in-built screen displayed simple directions, and by engaging with the charging handle, users could dynamically transform the car's setting. Pressing the arcade button added interactive elements to the virtual landscape, and after navigating a series of engaging environments, users were presented with a QR code on the EV screen, giving them exclusive access to the i5 pre-order page.
Throughout this visually striking adventure, our painstaking attention to detail was apparent in every facet of the experience. The event's aesthetic identity, characterized by vibrant light beams, dynamic particle systems, and x-ray-esque surfaces, created a consistent design language that directed guests through the various content modules. This unified storytelling approach masterfully embodied the electric spirit of the i5, leaving a lasting impression from the pre-show to the big reveal and beyond.
Underpinning this exceptional event was a suite of state-of-the-art technical features. Our spatial audio system enveloped guests in a medley of sounds, amplifying the immersive experience. Our 360-degree ground projection contributed to the ambience, projecting engaging visuals from all sides. Our dynamic lighting rig bathed the event in a spectrum of colors, adding another layer of fascination. The incorporation of high-resolution LED tile surfaces guaranteed that every visual element was displayed with unmatched clarity and brilliance.
The BMW i5 unveiling event broke free from being just another product launch and emerged as a transcendent journey beyond reality. We were proud to play a pivotal role in assisting BMW to realize their vision, showcasing the harmonious integration of design, performance, and technology that sparked awe and emotion. By artfully combining virtual and physical elements, we and BMW stretched the limits of art and human perception, offering a tantalizing peek into an electrifying future that awaits us all.
Credits
Acronym
- Executive ProducerLucas Durand
- ProducerAlexis Taylor
- Associate ProducerAmy DiTullio
- Executive Creative ProducerMike Lee
- Executive Creative DirectorAlex Ilten
- Creative DirectorAkiko Yamashita
- Art DirectorDan Mannino
- Executive Creative Technology ProducerZach Saale
- Director of ProgrammingColin Honigman
- Principal ProgrammerMatt Wachter
- Senior Software ProgrammerCharlie Wilson
- ProgrammerZac Layman
- Creative TechnologistCorey Adams, Chris Benton, Forrest Lucas
- ProgrammerBen Benjamin
- Shop ManagerJim Shawhan
- Senior Technical ProducerNico Yernazian
- Production ManagerRyan Brown
