BACKGROUND

Most car brands have declared a transition to electric cars by 2035. Brands have started to release new electric cars, and the domestic electric car market was overheating. BMW, which is preparing for a new launch in Korea after 7 years since 2014, has returned as a leader in electric cars with its heritage, eco-friendliness, and dynamic electric driving, all equipped with a more diverse and powerful lineup.

IDEA

The campaign video features the song "Higher Power," a collaboration between BMW Global and Coldplay. The video is fully CG and showcases the dynamic synergy between BMW i and Ambiguous Dance Company. It was even selected as a BEST PRACTICE by BMW Global. Afterwards, Ambiguous Dance Company planned a Vlog film where they experienced riding the BMW iX themselves, as well as BMW's largest and longest test drive event ever.