Einstein meets summer in this BMW campaign: a new perspective on time and speed.
The GS&P's inaugural BMW campaign, "Summer On," delves into Einstein's theory of relativity, which asserts that time is not fixed but somewhat influenced by velocity. Consequently, the greater the speed, the less one perceives the progression of time. 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 Ultimate AI Masterpiece– BMW Global
A.I. vs K.I.– Lunchables
Powered by K.I.– Lunchables
Slay AIProject type
Water on Mars– Sodastream
No one is just one flavor– Truly
Dreamland VR– Oakley
Outride ADHD– Specialized
J&J ReachProject type
/Imagined Stories– PERSONAL PROJECT
Your Future Guide– Smithsonian
RFRSH can– Sprite
Joy is a simple recipe– Lay's Global
Doritos DustProject type
Adobe Experience CloudProject type
The Electric AI Canvas– BMW Global
Nalata Art Co.– Nalata
HerakutProject type
Something to help you remember– Liberty Mutual
BMW Grillz– BMW USA
Live the legacy– Fila
Everyone can Photoshop– Adobe
Crash from Home– Doritos
Goodby Silverstein AI– GS&P
The battle of Doritos– Doritos
BloomProject type
Are we there yet?– BMW USA
Sweet Rainbow– Sweet Rainbow
The world's fastest bike– Specialized
Appito– Appito
Be the Monster– Fila
O.bra Festival– Instagrafite