To launch the new 3 Series, BMW filmed a new TV commercial in the Bay Area. The spot features the 328i navigating through different environments: starting out in a residential area, traversing through the city, across the mountains, and finally whirling past the majestic Redwoods.
If the 3 Series is the star of the commercial, then the costar is the Gravity Slider -- the revolutionary camera rig created especially for the BMW shoot. The device is the brainchild of the commercial's two quirky Icelandic directors: the Snorri Brothers. Brainstorming off the tagline, "The Ultimate Driving Machine," the Icelandic duo came up with the concept, utilizing the goal of creating the cinematic sensation of what it's like to drive a BMW: the motion of the throttle, the way the vehicle handles, the turn of the wheels and the feeling of speed. The idea is to use gravity as a motivational force as a camera move.
If the 3 Series is the star of the commercial, then the costar is the Gravity Slider -- the revolutionary camera rig created especially for the BMW shoot. The device is the brainchild of the commercial's two quirky Icelandic directors: the Snorri Brothers. Brainstorming off the tagline, "The Ultimate Driving Machine," the Icelandic duo came up with the concept, utilizing the goal of creating the cinematic sensation of what it's like to drive a BMW: the motion of the throttle, the way the vehicle handles, the turn of the wheels and the feeling of speed. The idea is to use gravity as a motivational force as a camera move.
- 2/16/2012
- by Harmon Leon
- Aol TV.
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