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Munich. The new all-electrical BMW i7 ushers in a new era of hallmark driving pleasure and unique mobility in the luxurious section. For the launch marketing campaign of this automotive milestone, the BMW Group collaborated with entire world-renowned British style photographer and artist Nick Knight. “The BMW i7 is engineering at its greatest degree. Appropriately, it was our ambition to have the car photographed by an internationally renowned artist and staged as a function of artwork. The amazing collaboration with Nick Knight has been very inspiring for all of us. Never just before has a BMW been staged in these an artistic and progressive way,” explains Jens Thiemer, Senior Vice President Consumer & Model at BMW AG.
This is Forwardism: The new all-electric BMW i7 marks the beginning of a new period, captured by Nick Knight in a unique series of pictures and films. The art expression Forwardism describes the pleasure of looking at and experience the foreseeable future even before it is developed. This notion is about continually questioning and complicated prevalent conventions in order to have the greatest doable encounters and make a far better long term. The final result of this photograph shoot is an expressive, sensual and similarly aesthetically impressive sequence of images that turns common visual behaviors on their head. The pictures and video clips look to be painted with light and acquire the viewer into a colourful environment of new opportunities and thoughts.
“I like the thought that Forwardism is about relocating into the future rather than referring to the earlier. For me, this is the only way we can actually categorical ourselves and established difficult plans. Which is why I decided to invert the colours for these pictures and to work in a colour house which expresses the plan: “This is new, this is something you have not viewed before”. That was the starting stage for this venture, to encourage people today to consider ahead. It was especially crucial to me that it looks various from just about anything you’ve got noticed ahead of”, is how Nick Knight describes his function.
Daring, playful and considered-provoking.
Nick Knight is one particular of the most influential and visionary photographers of our time. For decades, the British fashion photographer has been breaking with classical conventions in his perform, consistently exploring creative and technical boundaries. With his artistic collaborations with leading designers, the artist, born in 1958, has set up himself as a force to be reckoned with in the entire world of style photography. By way of his lens, he troubles conventional notions of magnificence, tackles controversial social issues and plays with illusion and fact. He passionately experiments with the most recent systems and brings together them with classical pictures in his is effective. And he keeps reinventing himself and his artwork.
The marketing campaign was realised by the lead company The Video game and directed by the multi-award-successful govt director Thim Wagner. “It was a extremely wonderful honour to perform with Nick Knight. I have been next his perform for many years and I know he has often been in advance of his time. That’s what connects him to BMW – this feeling of “under no circumstances standing nonetheless, always evolving”.
Daring, playful and believed-provoking – these are the attributes that have summed up Nick Knight’s perform for decades. The marketing campaign for the market launch of the new BMW i7 could not be described additional aptly.
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