Serviceplan Middle East collaborated with the automotive giant BMW group to bring together the concept of ‘Forwardism’. The ‘Forwardism Comes Home’ campaign for the new BMW 7 series deviates from the usual norm of performance and technology focused advertisements to highlight the materials and the composition of the car.
In the film, produced by Boomtown Productions, unique metal birds connect the aluminum sustainably sourced in the region to the development of the new BMW 7, while completing a journey through some iconic landscapes in the Middle East.
The roots of the campaign lie in the 2022 global partnership forged by BMW Group with Emirates Global Aluminium, the UAE’s largest industrial company outside the oil and gas sector, to be the first customer for its new CelestiAL aluminum. The first of its kind, this aluminum is locally produced using solar power generated at the Mohammed Bin Rashid Al Maktoum Solar Park.
Serviceplan Middle East worked closely with BMW during a six-month period to bring the creative idea for the ‘Forwardism’ campaign to life. The film was directed by William Armstrong at Boomtown Productions.
Serviceplan Middle East creative director André Couto commented: “It’s not every day that we have the chance to create a film that breaks the conventional imagery of automotive ads. Instead of talking about horsepower, engines and driving technologies, we chose to highlight the genesis of the car and its materials – it’s a matter of great prestige that BMW Group uses aluminium that is sourced here in the Middle East and produced using solar power. It was this historic partnership that inspired us to create this film and tell this story.”
Credits
Agency: Serviceplan Middle East
Manager partners: Rami Hmadeh, Natalie Shardan, Azhar Siddiqui
Head of Strategy: Frances Valerie Bonifacio
Worldwide Executive Creative Director: Jason Romeyko
Chief Creative Officer: Akhilesh Bagri
Creative Directors: André Couto, Saleh Elghatit, Natalie Shardan
Art Directors: Yasir Ali Baloshi, Kenneth Barnes, Kunal Gagwani
Copywriters: Aashna Gopalkrishnan, Zein Sadedin, Karim Mroueh
Business Director: Karim Mroueh
Account Manager: Saed Shaka
Account Executive: Tania Zebian
International Communications Officer, Serviceplan Group: Lee Sharrock
Client
Head of Marketing: Ali Kherallah
Marketing Communications Manager: Mariam Al Rousan
Production:
Production Company: Boomtown Productions
Executive Producer: Shane Martin
Producer: Pratixa Shah
Director: William Armstrong
DOP: Deo Van Zyl
Post Producer: Mannu Singh
Editor: Neda Ahmed
VFX: Eighty4 Barcelona
VFX Supervisor: Nicolas Martinez
VFX EP: Olaia Casal
VFX Producer: Viviana Nino
Colorist: Marc Insa (Eighty4)
Music: Anders Vesterdahl (10db Denmark)
Sound Design: Niko Henttonen (ElCamino Helsinki)
Production Coordinator: Haider El Saabi
Production Coordinator: Karim Hamade
Production Coordinator: Kim Mantua
Production Assistant: Xerxes Cloud Leisher
1st AD: George Cassab
1st AC: Srinivas Kusuma
2nd AC Main Cam: Nasar Abdul Kader
Qatar Line Production: Resolution Films
KSA Line Production: LetterGray, Riyadh
DIT: Asker Afaunov
Aerial Coordinator: Hatim Saleh
Art Director: Preet Kalra
Wardrobe Stylist: Kamal Farjallah
Hair and MakeUp: Kat Allen
Location Manager: Matteo Granziol
Unit Manager: Gayan Gurusinghe
