Creativity

BMW: M Print Behind the Scenes

Art from a tire mark.

Published on Nov 16, 2012

Editor's Pick

They say art is subjective. While tire tracks in black ink on a sheet of paper may look like a child's homeroom project to one, is actually a piece of collectible art for another. Nowhere is this more evident than Kirshenbaum Bond Senecal & Partners work for BMW, "The M Press," which created unique pieces featuring a tread mark from the tire of a 2012 BMW M6 Coupe. The "M Print," created via a new technology that sprayed ink over the car's tires as it drove over paper was used in a direct mail campaign targeted towards BMW owners, and prospective owners. The mailer, which illustrated the car's ability to go from zero to 60 mph in 4.1 seconds, included a link to a personalized site, which showed the video of how their print was created.

A behind-the-scenes video, featuring the driver on the Blackhawk Farms Raceway in Illinois, shows how the idea was created.

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About

Credits

Date
Nov 16, 2012
Agency:
Kirshenbaum Bond Senecal + Partners New York
Client:
BMW
Co-Chief Creative Officer:
Ed Brojerdi
Co-Chief Creative Officer:
Izzy DeBellis
Executive Creative Director:
DJ Pierce
Executive Creative Director:
Michael Craven
Creative Director:
Marc Hartzman
Associate Creative Director:
Kevin Keehn
Associate Creative Director:
Cesar Rubin
Associate Creative Director:
Kathi Stark
Junior Art Director:
Jae Sung Jung
Junior Art Director:
Anna Yeager
Junior Copywriter:
Chris Lane
Print Production Director:
Virginia Kornfeld
Producer:
Njeri Pollitt
Producer:
Adam Lebenstein
Director:
Kevin Osgood
Digital Artist:
Dana Yee
Head of Digital Engagement:
Tom Buontempo

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