Client: BMW, Mindseye
Project: Media Wall Animations - London, UK
Format: LED pitch screen
Role: Concept Ideation, Video Designer, Animator
In Summer 2012 BMW commissioned me and my creative agency PLASTIK to create animations for their newly refurbished flagship store in London.
The animations are displayed on a giant RGBW LED media wall at 25mm pitch spanning both floors of the main stairwell at the Park Lane location. This is diffused behind etched glass to create atmospheric visuals that flood the space with light.
The animations were designed as part of the overall lighting design - considered both as a light source and an atmospheric tool. The nature of the diffused LED screen meant that the content had to be bold and atmospheric, avoiding the frenetic animation style often associated with LED screens in a retail context.
The inclusion of a 'white layer' as well as the standard RGB allowed me to achieve soft, pastel tones not usually available on screens like this.
Media Wall Concept
Animation 1 - BMW Design
This animation focussed on the complex process involved in the initial concept development and creation of a new BMW car. Using video footage of designers at work, this animation blended super slow-motion with coloured light-leak effects to create an atmospheric loop focusing on the human and mechanical movement involved in the design process.
Animation 2 - BMW Heritage
This animation focuses on the history of the BMW brand, from 1916 to the present day. The 'kidney' motif is adapted to create a portal through which the viewer is transported along the timeline of various iconic BMW cars. The designs 'grow' from blueprints into fully rendered photographic images.
Animation 3 - BMW M
This animation was designed to reflect the power and aggression of BMW's M-brand. Using footage from the Motorsport archive and detailing specific to the M-brand, the animation switches between detailed slow-motion and controlled bursts of power and energy.