Learn how creative agency Elastique. helped BMW speed into the future with impressive interactive experiences for the international car show circuit.
Challenge
BMW commissioned Cologne-based Elastique. to create a new AR trade show experience to wow attendees at the IAA motor show in Frankfurt and beyond. But that wasn’t all they wanted. A meticulously choreographed 27-car, 30-minute driving experience through the BMW Welt exhibition center for the #NEXTGen conference was the second component, along with a brand new look for the international press conference experience. And with a team of three creative partners working across Germany, ensuring that BMW’s prerelease designs were protected throughout was of paramount importance.
Solution
The abstract concepts required an inventive and iterative process, complicated by the physical distance between the agencies, Elastique., and BMW, and the short time for execution. Frame.io sat at the center of the process—enabling all of them to collaborate securely from design to delivery.
Results
The Elastique. team delivered a 15-minute video loop of eye-popping animation at 6K using nearly 20TB of data for the trade fair installation. Seeing the faces of the thousands of spectators when the BMW Concept 4 car sprouted CG “hair” drove home the team’s success in creating the “talk of show” experience. The 27-car drive went off without a hitch, as did the press conference.