The campaign “Summer On,” for BMW Sales Event, explores Einstein’s relativity theory, which states that time isn’t absolute, but a function of speed. Therefore, the faster one moves, the slower one senses the passing of time.

When brought to a brand level, the spot brings to life how a second inside a BMW is different than a second outside a BMW. The voiceover explains how the miracle of summer happens, and the math behind it: Only 93 days. Or 8 million seconds. 

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My role: Creative and Art Director
Director: John Hillcoat
Director of Photography: Hoyte van Hoytema
Photographer: Anton Watts
Agency: Goodby Silverstein & Partners
Client: BMW