BMW M50 Project
Designer / Animator
Storyboard / Previs
After months of preparation and back and forth, it is finally here! @bmwm Bmw M China commissioned me to Direct Five unique animations dedicated to five epochal cars for the BMW M in their newly launched campaign “Movement of Becoming (疾驰象外)” at West Bund Museum in Shanghai, China.
2022 is the year that marks the 50th anniversary of the BMW M Power. Andy Warhol once used M1 as his canvas in 1979 and created a piece that combines his two passions of racing and art. I took the idea of racing along with space and time, selecting five epoch-making cars and making them cross over five fantasy worlds.
Time is like a mirror, reflecting history about what has passed. Then it also opens up a new future. The audience will see the reflection again in the ending scene since the animation loops. However, is it the exact reflection you see when you start the journey?
The integration of fashion and art is not uncommon in the fashion industry, but from the perspective of cars and art, the experience is different. During the #BMW x West Bund Art & Design Exhibition#, BMW showcased a exhibition called "MOVEMENT OF BECOMING", which revealed the infinite possibilities of contemporary art, trend culture, and avant-garde technology that BMW has been exploring continuously for half a century. Perhaps the future is not just in our imagination, but also within reach...
The exhibition is located in Shanghai West Bund Art museum, which is one of the top tier art space in China.
We picked the iconic M1, M3 E30, M6, M4 CSL 3.0 and the newest electric SUV BMW XM. I spent a lot of time on make sure the look is identical while still preserving some of the flavors.
BMW has requested that we collaborate with five of their artists, each of whom has a unique perspective on the BMW M series. Here are the dream worlds created by these five artists.
Here is the first boardomatic I created initially. The final piece is supposed to be a loop, so I spend quite some time figuring out how to make the video seamless without being repetitive visually. The mirror in the first scene also appears in the end of the video, so when the video loops the viewer will realize the connection between those two shots. I also took the BMW Motor Logo and turned it into a surreal tunnel, connecting the legendary cars and the artists world.
Executive Producer：Kam Lian
Creative & Story：Zuheng
Animation：Zuheng / Ziyan
Compositing：Zuheng / Ziyan