1M Launch Campaign

BMW had been promoting the joy of driving for a few years. However, the launch of the BMW 1 Series M Coupé, 1M, provided the perfect opportunity to communicate the raw essence of the brand: high performance. This campaign featured films that pushed the limits of possibility with the intention to spark discussion. Part one, ‘Walls’, showcased the 1M’s unbelievable precision driving by threading the needle through silhouettes cut into concrete walls. Part two, ‘Helipad’, featured the 1M drifting atop the world’s highest helipad.