DATE I 2024
ROLE I Movie, Storyboard
A movie was created to capture the Sprezzatura mindset, showing the effortless elegance and innovation of both Neue Klasse and Neue Klasse X. The film was made for the 2024 Salone del Mobile festival in Milan, where BMW showcased its latest designs in a creative and engaging way.
The concept, ‘Journey of Joy,’ took viewers on a symbolic ferry ride. It began by introducing Neue Klasse, a symbol of forward-thinking design and engineering, and then moved on to Neue Klasse X, showing BMW’s evolving vision. Along the way, BMW designers shared their thoughts and inspiration behind the cars, adding a personal touch and making the design process feel more relatable.
This storytelling approach not only highlighted the cars but also gave the creators a voice, reinforcing BMW’s commitment to joyful and thoughtful innovation.
The movie was showcased at BMW’s exhibition during the 2024 Salone del Mobile in Milan, providing visitors with an immersive and inspiring experience that celebrated the artistry and engineering of the Neue Klasse series.
