BMW i5: CUBE INSTALLATION
THE BRIEFUsing a large 8x8 foot LED cube and interactive podiums, viewers at the Westfield mall in Los Angeles will interact with the BMW i5 in detail as they view the spectacle that is the My Modes feature.
As evening falls, a countdown will end and instruct participants to stand at one of the two interactive podiums. When the interactive video starts, an energetic reveal of the i5 drives into frame creating the illusion of depth inside the cube and is sold by dramatic driving and spinning camera angles.
From those two vantage points, guests will interact and watch in real time with the animated content ultimately being prompted to scan a QR code which would off the option to partake in the pre-order process.
MY CONTRIBUTIONWorking in a team of three - two animators and a compositor - I was the lead animator and focused on the car rig, car look, environment design, smoke simulation, and the interior animation.
Most of this I had experience with the previous BMW i5 My Modes spot, but it was a great experience leading the team to get to completion in such a short amount of time. A lot of long hours went into this.
CREATIVE PROCESSThe environment was to resemble a contained space so the trick was to work with creatives and find a solution that would sell the speed of the car, but not distract from the car itself. The original idea was a hologram sort of look and feel, but that was quickly abandoned for the sake of speed since we only had 2 weeks time to complete.
Personally, the biggest hurdle I had to overcome was how the transparency of the car would look. Selecting and removing parts as the camera orbited around the i5 proved to be a process, but thanks to the stellar compositor, a really nice balance was achieved.
Installation presence on Social Media
click on each image to watch the Instagram Reel from @bmwusa
