NoBanks Nearby // Ryan Hammer
ABOUT
A 30-second spec commercial for the new BMW iX3, the first of the Neue Klasse. Every car has a range; BMW has always measured one more thing: how it feels. The official figures land on the stops of my own track, the launch hits on the downbeat, and I drive it from the mountains to the coast. Directed, written, voiced and scored by me. Spec ad, not affiliated with or endorsed by BMW.
PROCESS
BMW iX3 is 16:9, 1920x1080, 24fps, 30 seconds. It is built on Freude am Fahren, Sheer Driving Pleasure, and on the Neue Klasse story. Every product detail came from BMW's own press kit: the slim vertical kidney grille with its light bands, the wheel with a spoke at 12 o'clock, the panoramic display strip, even the press car's real plate, which holds across every shot. The numbers on screen are only official figures, 434 mi EPA estimate, 10 to 80 percent in 21 minutes, 400 kW, and each one lands on a stop in the track. My eyes in the rear-view mirror sit in a two-second dead stop, and the launch hits on the downbeat. Driver-side logic is written into every prompt so I am always in the left seat of a left-hand-drive car. The door open and door close sound effects are placed on the exact frames they happen, measured in the final render.
Credits
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