The 360 experience, shot at Thruxton Race Track, thrusts the user into the driving seat of 'BMW Hero' cars representing four different generation vehicles of the BMW 'M Series', to promote their latest driving experiences.
The team used a wide range of retro imagery to ensure the user gained a real sense of being transported in time through the 1970s, 1980s, 1990s and early 2000's, nodding to various models and moments in racing history in the process.
Mill+ Director Aidan Gibbons comments, 'I was really keen to get involved in this project early on. The BMW 'M Series' set a new standard of performance cars in many ways.
The opportunity to tell this story of how the 'M' evolved over the last 4 decades doesn’t come around very often. Shooting in 360 was a perfect medium to place you right in the centre of that story.
Using custom built camera rigs, we place the viewers in the passengers seats of the E9, M3 and M4 GTS, driven by some of the UK's best precision drivers. We even mounted custom 360 rigs outside the cars, right above the ground as they battle it out on the UK’s fastest race circuit.
As we jump through the eras, we hear the unique engine sounds of the cars and can even feel the handling of each vehicle. Definitely one for the petrol heads!'
Agency: FCB Inferno Producer: Kate Grenfell Creative Director: Owen Lee Creatives: Ali Dickinson, Jack Walker Account Director: Laura Kelly Account Manager: Alex Ashford
Production Company: Mill + Director: Aidan Gibbons Head of Content / Producer: Josh Davies Production Manager: Terri Wood 360 Photography & Stitching: Sebastian Hagemeister at Krafted
VFX & Design
VFX & Design: The Mill Executive Producer: Ian Berry Producer: David Keegan 2D Artists: Leandro Vasquez, Georgina Ford, Olivia O’Neil, Gavin Marler
Colour: The Mill Executive Producer, Colour: Dan Kreeger Colourist: Mick Vincent Colour Assist: Brendan Buckingham, Thomas Mangham