BMW xDrive Magnets

Agency: FCB Inferno

THE BRIEF

FCB Inferno had created a beautifully shot film to promote xDrive, BMW's new all-wheel drive system. The spot shows iron filings morphing into strange formations and travelling across minimal abstract landscapes. They were looking for music which would accentuate the beauty of the shots but also support the otherworldly and curious nature of the film.

WHAT WE DID

Though many of our library tracks worked, the client felt that through a bespoke track they could achieve a more complete soundtrack to suit the very specific balance of moods and atmospheres they were wanting to create. We briefed our composer to write a simple, haunting piano track inspired by late romantic composers.

HOW WE DID IT

The track was written in a waltz style to accentuate the almost dance-like choreographed movement of the iron filings and kept very simple in supporting the minimal and spacious nature of the film.
We briefed the composer to use various effected abstract sounds like reversed piano notes, ethereal synth pads and white noise in keeping with the futuristic and peculiar shots.
The track was recorded using an upright piano to achieve a less typically Classical and polished tone.

THE RESULT

FCB Inferno and BMW were delighted that they had created an artistic and engaging promotional spot for BMW and delivered it all within budget.

The track was written in a waltz style to accentuate the almost dance-like choreographed movement of the iron filings and kept very simple in supporting the minimal and spacious nature of the film.