Before there was branded entertainment, BMW Films launched The Hire, a groundbreaking short film series with directors like Tony Scott, Alejandro González Iñárritu, Ang Lee, Guy Ritchie, and John Frankenheimer. Produced by Ridley Scott and David Fincher, the films starred Clive Owen and amassed critical acclaim and over 100 million film views before YouTube was even invented. To celebrate the 15th anniversary of the films, BMW recommissioned the original creative and production teams to make a new film and surrounding content, The Escape. Here’s the trailer.
Working with BMW North America and Global Marketing, Ming created Geisel Productions, a SWAT-team entity to manage the creative development, production, teasers and online film launch in concert with the new 5-Series reveal.
Reuniting the original creative team with production partner Anonymous Content and with actor Clive Owen back in the driver seat, Ming produced the action film short, The Escape. Its visceral, in-camera action, directed by Neill Blomkamp (District 9, Elysium), stayed true to the original films and added a futuristic take to the anthology series.
A reinvigorated fanbase got behind The Escape and so did the automotive press and wider media. With millions of views and a 95% online approval rating, The Escape was feature film-level entertainment.
BEHIND THE SCENES
Produced by Ming and released simultaneously with The Escape, two featurettes engaged action film buffs and car enthusiasts everywhere. “The Return of BMW Films” features excerpts
from the original films and The Escape, as its A-list cast dissects the impact of the original films on the culture. “The Making of The Escape” is an in-depth look at the stunts and driving action with the cast and crew.
For the global market activation of the campaign, we designed, produced and rolled out:
• teaser trailers • commercials • behind the scenes content • social assets • banner ads • theatrical posters • OOH assets • activation kits • film translation for each market.
Our tight, versatile team worked directly with BMW’s marketing department, allowing for efficiencies, agility and transparent communication through the arc of the partnership.