BMW i3 Launches with World’s First Interactive 360 Film

WCRS, as part of EngineDare, has teamed with Mustard Films and Tool to create the world’s first interactive 360° film for the launch of BMW’s first electric car, the BMW i3. The app has just been released for download worldwide.

Global users can now download the “Become Electric” app on both iTunes and Google Play.

Nicola Green, BMW i Communications Manager said: “It was very important for us that our marketing activities reflected the innovative nature of the BMW i3. This is just one of a number of bold steps we have taken in our communications approach to support the launch of this car and we really wanted to push the boundaries with this interactive film, to provide users with a truly unique, exciting and innovative experience which ultimately would encourage them to test drive the car.”

Ross Neil, Creative Director at WCRS said: “The BMW i3 is a truly amazing car that is right at the cutting edge of innovation and so we wanted to create communications that reflected this. Our idea was to create the first ever 360° virtual test drive film. By producing it as an App for mobile and tablets we were able to put the viewer in control and give them a unique, personalised experience that would entertain as well as allow them to experience the car, ultimately helping them on their own journey to Become Electric.”

Matt Hichens, Executive Producer at Mustard said: “The BMW i3 film and app has been an amazing, forward thinking, creative project. Director Jason Zada worked closely with the creative team Dan, Rachel and Ross during pre-production to bring the first, 360° all-action car narrative to life. It was innovative and technically demanding in respect to managing the live action logistics, the car chase and storyline within the 360 degree filming techniques but an enjoyable ride. Overall it’s been great to see this ground breaking, digital production come together so smoothly and to finish with a brilliant piece of communication.”

Jason Zada, Director at Mustard/Tool said: “Become Electric is a step in the evolution of storytelling and brand engagement. It’s an interactive film that puts you in complete control of saving the world. You are at the wheel of the new BMW i3 electric car for almost the entire film, all while being immersed in a big Hollywood-style movie. ”



Client: BMW UK for BMWi
Title: “Become Electric”

Agency: WCRS
Creative Director: Ross Neil
Senior Creatives: Dan Gorlov & Rachel Le Feuvre
Agency Producer: Joseph Pawsey
Account Handling: Henry Debenham

Media Agency: Vizeum

Production Company: Mustard Films/Tool
Director: Jason Zada (Mustard Films/Tool)
Executive Producers: Matt Hichens /Brian Latt & Dustin Callif (Mustard Films/Tool)
Producer: Nick Papworth (Mustard Films)
Editor: Guy Savin (Marshall Street)

Post-Production: Glassworks

Audio: Mophonics, Los Angeles and 750mph, London

Exposure: App, Digital, Social, Press

About Tool:

Bicoastal Tool is an award-winning production company, representing top live-action directors and interactive directors for advertising projects. From funny… visually engaging… and/or interactive, Tool’s diverse roster of unique talent creates unforgettable commercial and digital content across all platforms.