BMW Motorsport

2020BMW3D Animation

A virtual sport needs a stage that makes its competitive energy tangible. Commissioned by Havas Munich, the BMW Motorsport SIM Racing opener uses an abstract digital environment to give the programme a distinct presence. Luminous paths and reflective geometry translate speed into depth and direction, connecting the event identity to racing without depending on a literal circuit shot.

My contribution: 3D Animation, working alongside Sebastian Onufszak's Art Direction and Motion Graphics, with Music and Sound Design by Michael Fakesch.

Motorsport enters another arena

“In recent months, we have experienced an incredible dynamic in sim racing.

Rudolf Dittrich, Head of BMW Motorsport SIM Racing, on the programme’s development — BMW PressClub, 5 December 2020.

In 2020, BMW established sim racing as an equal pillar of its motorsport programme. Its own virtual racing cups and the wider sim-racing community gave that commitment a competitive setting. Later that year, BMW announced team partnerships and a planned academy for 2021. This is the brand context behind the work; the statement above concerns the programme's development.

A sense of speed without a car

Perspective provides the sensation of speed. Luminous paths create routes through the space, while suspended panels give those routes scale and depth. Moving between close surface detail and a wider environment lets the opener build momentum before resolving to the BMW Motorsport SIM Racing identity.

01

02

03

04

The same world, held in a still

A still needs to hold the attention that movement carries in the film. The square print renders use the same luminous paths, reflections and dark space to establish a clear visual route through a denser composition. That shared construction keeps the event recognisable across moving and static imagery.

Credits

Client

BMW

3D Animation

Matthias Lein

Commissioning agency

Havas Munich

Art Direction & Motion Graphics

Sebastian Onufszak

Music & Sound Design

Michael Fakesch

Havas Munich · Art Direction

Walter Ziegler, Timo Cremer, Sarah Reiter

Havas Munich · 2D Motion Design

Nicole Popst

Havas Munich · Project Management

Valerie Bob