BMW captures the pleasure of driving in Moving Landscapes

Driving a BMW has never been just about getting to a destination. It is an experience. Under this premise, Moving Landscapes was born, the new BMW campaign created by Serviceplan Spain, which captures the pleasure of driving through an unconventional visual and emotional approach. The campaign delves into those intimate moments behind the wheel when, as you look out the window, the landscape becomes a sensation. Brief, almost abstract instants in which time stands still and the pleasure of driving intensifies.

To visually translate this experience, "Moving Landscapes" uses motion blur as a narrative device. A visual language that reproduces the driver’s gaze when the outside world blurs through movement, inviting contemplation and introspection.

The images were captured by photographer Iván Arribas, who over several days traveled along different routes aboard a BMW, recording the landscape through the car window while in motion. The result is a series of sensory, evocative snapshots that do not seek to describe a specific place, but rather to convey a recognizable experience: the pleasure of driving.

On the creative vision behind the campaign, Emilio Valverde, Executive Creative Director of Serviceplan Spain, says: "BMW has been talking about the pleasure of driving for decades. With Moving Landscapes, we wanted to translate that legacy into a pure visual emotion. We captured that moment when you stop thinking and simply feel, when the landscape becomes abstract, moves with you, and driving turns into a fully sensory experience".

Moving Landscapes has been rolled out across print, digital, and OOH, with a special focus on cultural environments. The campaign launched in Matador, the international magazine of culture, ideas, and trends, in its issue dedicated to Yasmina Reza, alongside contributions from figures such as Alberto García-Alix, Javier Gomá, Raymond Depardon, and Gilles Lipovetsky, among others. In addition, it includes outdoor placements, as well as distribution across BMW’s digital channels, dealerships, and owned media, expanding its reach and connecting with different audiences through both physical and digital formats.

According to Cecilia Calvete, BMW Brand Communications & Events Manager, "Moving Landscapes celebrates the pleasure of driving through the customer’s gaze: a subjective experience in which landscape, light, and movement merge to create an intimate and human perception. This project reinforces our commitment to customer-centric initiatives and underscores what the slogan “Do you like driving?” means to BMW."

With Moving Landscapes, BMW reaffirms its historic positioning around the pleasure of driving, embracing a visual narrative that does not speak of destinations, but of everything that happens behind the wheel".