BMW shows commitment to art with “Expression of Joy” campaign

Posted: May 15, 2009 in BMW

Imagine a canvas nearly as large as a football field. On it bold, swirling shapes in primary colors like red, yellow and blue. As the eye uncovers the rhythm of the lines, curves, circles and color splotches, something else is revealed: these forms must have been created by tire treads! A work of art like no other, created by an artist like no other – the new BMW Z4 Roadster.

BMW sought an innovative approach for the launch of the all-new BMW Z4 Roadster, and had to look no further than its rich legacy of commitment to art for inspiration. The result, an aesthetically powerful marketing campaign entitled “Expression of Joy,” rolls out in early May.

At the heart of the campaign, created by BMW’s Austin, Texas-based agency GSD&M Idea City, is an artistic collaboration between BMW, contemporary artist Robin Rhode and filmmaker Jake Scott. Rhode choreographed the movements of two BMW Z4 Roadsters mounted with special paint dispensers behind the wheels to create a football-field size painting, while Scott captured all the action with 40 simultaneous camera angles. The final Rhode piece and video elements form the foundation of the campaign’s creative treatments.

Over the years BMW has offered great contemporary artists the chance to express themselves on the surfaces of a variety of the marque´s sports cars. However, the art performance created by the young South-African Robin Rhode daringly moves beyond the concept behind the BMW Art Car Collection. Here the car is no longer just a stunning model, but itself executing artist.

“BMW has a long history of collaborating with contemporary artists,” said Jack Pitney, Vice President of Marketing, BMW of North America. “Through this latest collaboration with Robin and Jake, we’ve extended our tradition of engaging leading talents in the art community for the introduction of the all-new BMW Z4 Roadster.”

“This work is an expression of painting in action – my hope is to communicate the power and thrill inherent in the creation of art”, says Rhode. “For me, the use of an untraditional paintbrush like a high performance car is a great way to investigate the relationship between emotion, technology and industrial creativity.” The development of the picture, this process of formation itself is as important as the completed oeuvre. For this reason the Z4 performance is suggestively titled “An Expression of Joy”.

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