BMW manufactured its first motorcycle in 1923. Since those early days, BMW’s Motorrad division has gone on to establish itself as a key player in the motorcycle industry, with a range of industry-leading bikes and technical apparel which bring BMW’s renowned ethos of quality and performance to the world of 2 wheels.
The Challenge
Brandwave were tasked to create an introductory movie for the revolutionary new Active Rider Safety System from BMW Motorrad, dubbed ‘StreetAIR’. Developed in conjunction with Alpinestars, the StreetAIR system uses an array of sophisticated sensors, compressed-air charges and air-chambers built into a lightweight vest, to provide riders with comprehensive upper body protection in the event of a crash. The advanced system is capable of detecting an impact and deploying in a fraction of a second, quicker than you can blink.
The product movie needed to communicate all the unique benefits of the StreetAIR system, in an easy-to-understand format, to be rolled out in multiple languages throughout Europe.
The Result
Initially, we created a trade-focused movie as a training tool, to inform and educate BMW Motorrad’s extensive dealer network ahead of the global launch later in the year. The next step was to shape the movie into a consumer-facing version, complete with a voiceover introducing the StreetAIR system to a global audience.
The creative team at Brandwave used their expertise working with Cinema 4D; 3D modelling software, to build detailed models of the jacket and vest, based on sketches and prototypes provided by BMW Motorrad. State-of-the-art high-speed videography, shot at 5000 frames per second was used to show the staggering speed with which the system deploys and envelops the rider in a protective pocket of air.
Animated 2D icons were also created to communicate all of the features of the StreetAIR system, and a translated voiceover was recorded for the consumer versions in English, German, French, Spanish and Italian.
Making the Movie – 3D Modelling
