To market the all-new 2010 BMW Z4 the creative team decided to get beyond the Z of windy roads, the Z that we all know as a fabulously fast and beautiful car. This years BMW Z4 is even more fabulous and sexy with a retractable hardtop, 255- 300 hp, 25-28 mpg and a body to die for. Yes, true, this baby begs to be pet. BMWUSA.com
As I was saying, we already know to expect great things from the Z4. So, BMW launched a campaign titled, ‘What if the Z4 was a paintbrush’ became a story and a campaign titled ‘Expression of Joy’ that rolled out in May. A 30-second spot led into a 30 minute documentary that is airing through June on Discovery HD TV. In the documentary, South African artist Robin Rhode choreographed the movements of two BMW Z4 Roadsters mounted with special paint dispensers behind the wheels to create a football-field size painting and filmmaker Jake Scott captured the action with 40 simultaneous camera angles. Also behind the scenes, Dennis Hopper, renowned actor and photographer and composer, Nico Muhly.
A unique twist on a vehicle, right? BMW has been involved in the art scene for ages. 35 years ago a design created by American Artist Alexander Calder, was put on the BMW 3.0 CSL race car which ran in the 1975 24-hours of Le Mans. It was the first of 16 BMW Art Cars which have featured designed by famous artists including Frank Stella, Robert Rauchenberg, Andy Warhol and Olafur Eliasson.
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