Location
Suisse
Industry
Automotive & Transportation
Services
Strategy & Consulting
Media & Data
Creative & Content
Overview
What started as an unpolished, out-of-the-box idea evolved into an international campaign for BMW Motorrad Switzerland that combines technological innovation with creative vision. Based on the insight that “BMW motorcycles are made to discover the world,” national flags were transformed into iconic landscapes. Through a combination of studio photography, elaborate CGI, and AI-powered image generation, striking visuals were created and rolled out across Switzerland as an OOH, DOOH, and digital campaign.
Challenges
Bringing an out-of-the-box idea to life
When you have an idea without a customer briefing, the first challenge is to get the customer excited about it - otherwise, the idea can't even be realized. We got the national sales organization at BMW Motorrad excited about the idea, and implementation could begin: AI is an important tool for creating the visual worlds required for this. However, the idea pushed even the latest generation of AI models to their limits. This presented the challenge of putting together a team of experts from various specialist areas to turn the creative team's ambitious vision into reality with the desired quality. This would not have been possible without international cooperation with Serviceplan Make.
Solution
Discover the world
The insight “BMW motorcycles are made for discovering the world” inspired a creative idea: what if country flags were transformed into spectacular landscapes? We rediscover the world with five different BMW models: symbolically in a hilly landscape in Spain, on a sandy beach in France, on a bridge in Scotland, on a panoramic road in Italy, and on a gravel road in Tanzania.
The stunning visuals were first created in a photo studio, where the individual motorcycles and riders were photographed. In a complex CGI process, the detailed landscape elements were then created, which were subsequently prompted onto the previously defined elements using the Serviceplan Generate.AI tool and finally combined with the real photos. The motifs were then displayed throughout Switzerland as an OOH and DOOH campaign and on the digital channels of BMW Motorrad Switzerland.
Provided services
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"The BMW Motorrad country flags successfully capture the essence of our brand promise, “Make Life a Ride”, in a unique way. And in all its diversity."
Head of Marketing
BMW Motorrad Switzerland
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