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BMW // The 1
by Steven Wilson

CLIENT: BMW Italy

AGENCY: Mc&Saatchi

PRODUCTION: Utopia 

PROJECT: The One 

DESIGN STUDIO: Pink Salt 

TALENT: Steven Wilson

TALENT'S AGENT: The Breed London

YEAR: 2019

BRIEF:

Black and white, street and motion. For the launch of the new BMW THE 1 in Italy, BMW Italy commissioned us a video for a billboard installation to be placed in Piazza Liberty, Milan and for digital promotion. The goal of the creativity was to draw a connection between the car and street related worlds of style, sports, music and art.  All of these concepts will be connected and united by number 1 to promote BMW 1 Series.

IDEA:

BMW THE 1 — the new BMW 1 Series — talks to a young, dynamic and self-conscious audience. For the video-billboard installation in Piazza Liberty, Milan, we decided to use an illustrated and visionary language, to fit the audience's imagination.

To talk about THE 1 "Street Worlds" — Sport, Style, Music and Art, we used void and full visuals, solid black figures into virtual space, iconic and stylized elements of representation, which become ethereal and sculptural at the same time. Steven Wilson's visual experiment merges flat colours and elements with solid views and camera movement to enter the inspirational vision of BMW's new world.

ABOUT STEVEN WILSON: 

Born in London, Steven Wilson now runs his studio from his home in Brighton where he continually experiments with techniques and processes to fuel his varied and experimental work. Since his graduation from Brighton University in 2001 he has investigated possibilities with collage, printmaking, perspex and play-doh alongside his ongoing quest to discover new digital techniques meaning his work is constantly evolving. His Illustrations and typography have been commissioned by clients such as BBH, AKQA, Nike, Virgin, Neiman Marcus, MTV, NYC&GO, AIGA, The Oscars, The New Yorker, Wallpaper Magazine, Sony BMG, Warner Music, Wired and the New York Times. 

In the past he’s exhibited his work at BBH London, Team One LA and Karl Lagerfeld in London, while in the last year he’s had three exhibitions in Korea, including one at Kumho Museum of Art.

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