Jonas Odell has directed three commercials for the launch of the BMW 1 series. Animation and post-production were provided by Filmtecknarna.
Working with creative directors Jo Moore and Simon Robinson at WCRS, Odell developed the concepts based on the qualities that make the BMW 1 series unique. The ambition was to create an intense graphic visualization of the cars stand out features -- rear wheel drive, a valvetronic engine and its improved balance. The spots counter the performance of the BMW 1 Series with a newborn foal, a child on a trike and a tortoise.
Odell and his crew filmed these elements in London before returning to his Stockholm studio Filmtecknarna. There he supplemented the live-action shoot with 3D animated models and other graphic elements, which were choreographed to a new track by The Prodigy. The commercials will start airing at the end of July and include a 60 second cinema version.
CD: Jo Moore
CD: Simon Robinson
Head of TV: Sarah Bailes
Production company: Nexus Productions
Director: Jonas Odell
Producer: Dan O'Rourke & Sussi Granlof
Production manager: Kim Belcham
DP: Peter Suschitzky
Filmtecknarna produces animation for TV series and commercials. For more information, visit www.filmtecknarna.se