BMW launched the new Z4 with an event that turned the roadster into a brush to paint a football field-sized canvas. We created two parallel digital experiences, one that explored the creation of the artwork, and another focusing on the vehicle.
One Show Merit, Interactive Campaign
New York Festivals, Interactive Navigation
WebAwards, Outstanding Integrated Campaign
We built a an experience focusing on the artwork, with the canvas as the centerpiece.
Users could zoom in and explore the canvas details.
Each area of the canvas corresponded to a video.
The canvas could also be seen in timelapse.
Users could save and share areas of the canvas.
The vehicle launch was aligned with BMW's rich history of Art Cars.
The vehicle experience on bmwusa.com mirrored the launch event.