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.
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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

Something to help you remember– Liberty Mutual

Outride ADHD– Specialized

BMW Grillz– BMW USA

The world's fastest bike– Specialized

Are we there yet?– BMW USA

Be the Monster– Fila

Live the legacy– Fila

RFRSH can– Sprite

Dreamland VR– Oakley

O.bra Festival– Instagrafite

©Sperb Sr. Creative at GS&P

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