Check My Machine is a film project which has been created in a close collaboration between the BMW Group's Electronic Media Department and creative Munich artists Jonas Imbery and Mirko Borsche.
The BMW Group and its brands BMW,MINI and Rolls-Royce stand for innovation.This has long been true of more than just the areas of design and technology.New pathways are constantly being opened up and new trends set in the field of communications.And so it is only logical that a new audiovisual approach has also been sought for communication about the new BMW 1 Series.
"The process of manufacturing a car is an exciting one,and so it has already been filmed many times over,"said Bill McAndrews,Head of Communication Strategy,Corporate Communications,at the BMW Group."As an innovative company,the BMW Group wants to show that the product also ion of a vehicle can also be presented quite differently–without the authenticity of the processes getting lost in any way."
"We wanted to set a new standard,to create a unique visual language and to stand out clearly from how a classic image film looks,"added Mirko Borsche."The aim was that the film should become an independent,artistically challenging work."
"Various visual design resources were used to transform the technical environment of the production halls into an emotional world,explained Daniel Falk from Eyetrip."To separate the machines and robots from the rest of the area,we worked with selective focus,carefully targeted lighting and reflexions incorporated through crystals."
