a52 and Rock Paper Scissors Deliver Stunning New BMW i8 Campaign

a52 and Rock Paper Scissors deliver a series of powerful and inspiring commercials for the new BMW i8 in collaboration with Iconoclast Director Gus Van Sant. With VFX Supervisor Andy McKenna and Colorist Paul Yacono in the lead, a52 was able to deliver stunning VFX and color. RPS Editors Angus Wall, Jamie Foord, Grant Surmi, and Austyn Daines cut the campaign.

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Each of the spots features a glossy BMW speeding through a dusty desert, creating a stunning visual to accompany the narrators’ poignant descriptions of what they stand for philosophically and emotionally. “Powerful Idea” exudes fearlessness and an unstoppable journey through life.

Meanwhile, “Genesis” begins with the shadowy aesthetic of a BMW speeding through darkness before cutting to scenes of the bright desert, providing an analogy of dark and light for the narrator’s discussion of failure and success.

Last, in “Attitude” a woman boldly verbalizes her reflections on who she is over striking shots of the BMW i8 that complement her passionate words.



Client: BMW
Title: “Powerful Idea,” “Genesis,” “Attitude”

Senior Vice President Brand Management BMW, Marketingservices BMW Group: Steven Althaus
Vice President Brand Management BMW, Marketingservices BMW Group: Andreas Christoph Hofmann
Head of International Advertising, Online, Social Media BMW Group: Wolfgang Breyer
Head of International Advertising BMW: Wolfgang Groß
Project Manager International Advertising, Brand Communication BMW, BMW i, BMW M: Heiko Kircher

Agency: Serviceplan International GmbH & Co KG
CCO: Alexander Schill
Executive Creative Director Worldwide: Maik Kaehler
Creative Director: Nikolaus Ronacher, Nina Puri
Head of Production: Sandra Niessen
Agency Producer: Anne Hoffmann
Managing Partner International: Markus Noder
Management Supervisor: Jens Hoffmann
Account Director: Melanie Blankenburg, Florian Klietz

Production Company: Iconoclast
Executive Producer: Charles-Marie Anthonioz, Nicolas Lhermitte
Producer: Julien Lemaitre

Production: Iconoclast
Director: Gus Van Sant
Director of Photography: Kasper Tuxen

Editorial Company: Rock Paper Scissors
Editors: Angus Wall, Jamie Foord, Grant Surmi, Austyn Daines
Assistant Editors: Lauren Dellara, Austyn Daines
Executive Producer: Carol Lynn Weaver
Producer: Lauren Wilson
Head of Production: Angela Dorian

VFX Studio: a52
VFX Supervisor: Andy McKenna
2D VFX Artists: Andy Barrios, Richard Hirst, Steve Wolff, Stefan Gaillot, Matt Sousa, Cameron Coombs, Michael Plescia, Bruno Parenti
Flame Assistants: Dan Ellis, Kevin Stokes

Color: a52
Colorist: Paul Yacono
Producer: Daughn Godd Ward
Executive Producer: Megan Meloth, Jennifer Sofio Hall
Head of Production: Kim Christensen

Music: BC Smith, Allessandro Cortini
Sound Design: Lime Studios

About a52:

Established in 1997 as a destination for the very latest high-end photo-real visual effects, a52 has become home to the industry’s most innovative and talented artists. The boutique full-service studio in Santa Monica works in tandem with award-winning editorial company Rock Paper Scissors and design company Elastic, the latter of which was recently named one of Fast Company’s 10 Most Innovative Companies in Entertainment.

a52’s collaborations with top directors, agencies and clients include commercial work for Target, adidas, Chevy and Nike; VFX work on The Social Network; and comprehensive coloring and finishing for the first season of Netflix’s House of Cards.a52’s seamlessly integrated visual effects have helped to earn it near-annual AICP Show recognitions, top honors at Annecy, an Outstanding Commercial Emmy, and honors from the ANDY, BDA, Belding, Clio, British Design and Art Direction, International Monitor, International Automotive Advertising, London International Advertising and One Show awards.