BMW Circular
2022BMWArt Direction / Motion Design / Visual Development
Circular design needs to be understood through what changes inside the product. For BMW i Vision Circular, explain visuals, animation and detailed artwork translate RE:THINK, RE:DUCE, RE:USE and RE:CYCLE into relationships between materials, components and information. The communication gives those principles a visible mechanism, connecting a broad design ambition to details a viewer can follow.
We gave thorough consideration to circularity from the outset during the design process for the BMW i Vision Circular.
The product gives the communication a specific task: make circularity understandable beyond a finished car silhouette. Material choices, fewer components and connections that can be taken apart become subjects in their own right. BMW’s four principles provide the structure; the explain visuals turn that structure into something a viewer can examine.
RE:THINK — Question how a component is made, what it does and whether its function could be achieved with less material.
01 960×540RE:DUCE — Simplify parts and finishes. The concept removes conventional exterior paint, leather and chrome to reconsider how a premium surface can be expressed.
RE:USE — Design for a longer life through replacement, refurbishment and experiences that can evolve with the vehicle.
RE:CYCLE — Bring recovered materials into the design and make them separable for another cycle of use.
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20 1588×1191Circular thinking beyond the object
Sebastian Onufszak's project account connects the broader circular-design principles to specific details. A quick-release fastener makes component separation part of the design, while the seat construction brings different materials together in a form that can be taken apart. These are ideas with a visible mechanism: the communication can show how parts connect, separate and return to another material cycle.
The smart-mobility film extends that thinking beyond the vehicle. A simplified city turns traffic and parking information into a spatial story, moving from local data to a connected urban environment. The concept proposes using that information to support more efficient journeys; the animation makes the flow of information legible without presenting a measured real-world emissions result.
My contribution includes the Re:Think smart mobility film, within the Explain Visuals & Animations team.
Credits
- Client
- BMW
- Art Direction · Motion Design · Visual Development
- Matthias Lein
- BMW Group · Creative Direction
- Antje List, Hannes Ziesler
- BMW Group · Project Lead
- Raphael Jasinski
- BMW Group · Team
- Julia Obermeier, Anita Tauber, Ayhan Aydin, Till Jenninger
- Aixsponza · Producer
- Julian Fischer
- Aixsponza · Line Producer
- Gustaf Richter
- Aixsponza · Creative Direction
- Sebastian Onufszak, Christian Tyroller
- Inspire Eye Candy Animation · Art Direction
- Florian Stumpe, Christian Tyroller
- Inspire Eye Candy Animation · Artists
- Holger Aumüller, Jens Kindler, Simon Breithofer, Max Schwugier, Marcel Dolschon, Dominik Högn, Lukas Eberle, Stefan Voigt, Nick Zieroff
- Inspire Hero Artwork · Photographer
- Frithjof Ohm
- Inspire Hero Artwork · Art Direction
- Julia Obermeier, Annabella Weiss
- Inspire Hero Artwork · Postproduction
- Dock2Studios
- Explain Visuals & Animations · Artists
- Jens Kindler, Matthias Lein, Dennis Tiege, Max Schwugier, Matthias Zabiegly
- Sound
- Michael Fakesch, designingsounds
- Inform Artwork · Photographer · Inform Design Snippets · D.O.P.
- Oliver Maier
- Inform Artwork · Postproduction
- Simon Schinken
- Inform Design Snippets · Director
- Andreas Grassl
- Inform Design Snippets · Editor
- Michael Münch
- Inform Design Snippets · Color
- Florian Wolf
- Explain Visuals & Animations · Art Direction
- Sebastian Onufszak