Summer on
– FOR BMW USA
The GS&P's inaugural BMW campaign, "Summer On," delves into Einstein's theory of relativity, which asserts that time is not fixed but rather influenced by velocity. Consequently, the greater the velocity, the less one perceives the progression of time. When applied to the brand, the commercial vividly illustrates the disparity between a second experienced within a BMW and a second experienced outside of it.
The campaign elucidates the mechanics behind this miraculous occurrence, revealing that summer lasts only 93 days or 8 million seconds.
My role: Creative and Art Director
Director: John Hillcoat
DoP: Hoyte van Hoytema
Photographer: Anton Watts
Agency: Goodby Silverstein & Partners
Selected Works
Magic Words– HP
The Electric AI Canvas– BMW Global
Your Future Guide– Smithsonian
Water on Mars– Sodastream
The Ultimate AI Masterpiece– BMW Global
Something to help you remember– Liberty Mutual
No one is just one flavor– Truly
Outride ADHD– Specialized
BMW Grillz– BMW USA
The world's fastest bike– Specialized
Are we there yet?– BMW USA
The battle of Doritos– Doritos
Be the Monster– Fila
Live the legacy– Fila
RFRSH can– Sprite
Dreamland VR– Oakley
O.bra Festival– Instagrafite