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Serviceplan brings BMW’s Forwardism to life

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.”


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


Head of Marketing: Ali Kherallah
Marketing Communications Manager: Mariam Al Rousan


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