In 2014 Serviceplan designed and developed a strategic and creative platform for BMW’s off-road(-ish) X Range. Conceptually, the campaign was rooted in an ever-changing version of the world, a constant state of unknown.
Visually, it was expressed as a city that rolled on a landscape in a liquid motion, reflecting the movement of ocean waves. The waves were brought to life thanks to the amazing work of Time Based Arts that managed to create a realistic, yet non destructive, but still exciting effect, both one on a large scale but also down to the details on street level.
In collaboration with: Sebastian Strasser, Linus Sandgren, Georg von dem Bussche (PlayDis!), MPC, Time Based Arts & Radical Media. Photography, Emir Haveric.
Case: Global Launch, Integrated Campaign
Client: BMW
Industry: Automotive
Role: Concept, Copywriting, Strategy, Script, Headlines
Agency: Serviceplan, 2014
Awards: Eurobest, New York Festivals, Ciclope International Festival of Craft, Clio, Deutsche Werbefilmpreis, ADC Germany, Die Klappe
![](https://cdn.myportfolio.com/b41efbfe1413b30678c985d746486448/d0afca07-5e2e-4521-bed1-3726a035baa9_rw_1200.jpg?h=ac701a87c2bf53483af35b9f0541c31e)
BMW X4 / Print Ad
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BMW X3 / Print Ad
![](https://cdn.myportfolio.com/b41efbfe1413b30678c985d746486448/40f8a7b1-4a47-45f0-8188-1032b9f1616e_rw_1920.jpg?h=98ad0161b8dff313d5f54841804bd4fc)
BMW X-Range / Print Ad
X4 Behind The scenes
![](https://cdn.myportfolio.com/b41efbfe1413b30678c985d746486448/c0b19778-e1dd-41e0-a1b3-8c099685a616_rw_1200.jpg?h=312dded8f0e7b3670762a2378b331156)
![](https://cdn.myportfolio.com/b41efbfe1413b30678c985d746486448/3563e480-41d3-4a7f-9b52-f247081c8f21_rw_1200.jpg?h=d87fd6d1f3efb94ad6533fc36b841426)
Leave Your Fears Behind
![](https://cdn.myportfolio.com/b41efbfe1413b30678c985d746486448/975bfcfc-e1a5-4c4c-9f6e-3c7325f7264a_rw_1200.jpg?h=c17dde48c59988bfd4ed65d2646500b8)
![](https://cdn.myportfolio.com/b41efbfe1413b30678c985d746486448/4390b0cc-1df4-4e06-ad83-898e66fc6a75_rw_1200.jpg?h=c1cc26a583b6e66a92707c82dd86001f)