The all-electric i7 is a groundbreaking manifestation of BMW’s perspective on the future of mobility. With an array of awe-inspiring features, the jewel in its crown is a 31-inch, 8K ultra-wide passenger theatre screen which drops down from the panoramic glass sunroof – a revolutionary experience on the move.
This is a car to be driven in, not just a car to drive. Our objective was to go beyond the advertising activity, which was delivering awareness and let the car’s key feature of its rear cinema screen earn attention amongst progressive minds. Carrying the vision of ‘a new perspective’, we invited the British filmmaking community to use the 32:9 screen as a fresh creative canvas.
We partnered with the BFI and Emmy Award-winning screenwriter Michaela Coel to drive earned PR. Together we launched a filmmaking challenge that provided up-and-coming British filmmakers from all backgrounds with the opportunity to show a new perspective of their own; in ultrawide. With Michaela serving as a mentor and collaborator, five short films were made. These were judged by leading film figures Ncuti Gatwa, Terri White and Asif Kapaldi. The winning film premiered at the BFI London Film Festival in October, where Michaela Coel, the directors, the judges and the BMW i7 had their red-carpet moment.
The Talent and BFI partnership delivered one of the arts and culture stories of the year across print and broadcast and positioned the BMW i7 as a leader in the luxury space.
