What makes a digital car, human?
Narrative & Strategy
Creative Direction
BMW Designworks
AI Narrative Film
We led a series of workshops with BMW Designworks to define and strategize the future of experiential at BMW. The work culminated in a narrative film created solely using ai for an experience concept around the release of the Neue Klasse, their new electric vehicle.
Act I: The Past
Act II: The Spark
Act III: Man & Technology
Act IV: Man & Nature
Act V: Hallucination
Spatial PROVOCATION
Our spatial design is inspired by an amphitheater and utilizing the shell of the Neue Klasse as a stage that moves through time and space.
The experience takes place in a room that echoes the design of an amphitheater. Over a multi-act journey, five visitors at a time experience the very essence of the Neue Klasse: what makes a digital car, human.
![Copy of [INT] BMW_DESIGNWORKS_24-0216_Final (1).png](https://images.squarespace-cdn.com/content/v1/68fe7bc2f3876f7b7b0f4268/cc1af03e-f39a-4dbf-a982-d19df77e0fde/Copy+of+%5BINT%5D+BMW_DESIGNWORKS_24-0216_Final+%281%29.png)
![Copy of [INT] BMW_DESIGNWORKS_24-0216_Final.png](https://images.squarespace-cdn.com/content/v1/68fe7bc2f3876f7b7b0f4268/ea036b7d-9832-4aee-b83a-40470264d036/Copy+of+%5BINT%5D+BMW_DESIGNWORKS_24-0216_Final.png)