BMW has released its very first music video to promote the new BMW 1 series. The “check my machine” YouTube video was created in collaboration between the BMW Group’s Electronic Media Department and Munich artists Jonas Imbery and Mirko Borsche.
“The process of manufacturing a car is an exciting one, and so it has already been filmed many times over. As an innovative company, the BMW Group wants to show that the product also ion of a vehicle can also be presented quite differently – without the authenticity of the processes getting lost in any way”, says Bill McAndrews, Head of Communication Strategy, Corporate Communications, at the BMW Group.
Mirko Borsche adds: “We wanted to set a new standard, to create a unique visual language and to stand out clearly from how a classic image film looks. The aim was that the film should become an independent, artistically challenging work.”