December 5, 2022


Let's Talk Car

Star Photographer Nick Knight Photographs BMW i7 For Launch Campaign


Munich. The new all-electrical BMW i7 ushers in a new era of hallmark driving satisfaction and personal mobility in the luxury segment. For the launch marketing campaign of this automotive milestone, the BMW Group collaborated with world-renowned British trend photographer and artist Nick Knight. “The BMW i7 is engineering at its best stage. Accordingly, it was our ambition to have the auto photographed by an internationally renowned artist and staged as a perform of artwork. The incredible collaboration with Nick Knight has been quite inspiring for all of us. Under no circumstances just before has a BMW been staged in these an artistic and progressive way,” explains Jens Thiemer, Senior Vice President Buyer & Manufacturer at BMW AG.

This is Forwardism: The new all-electrical BMW i7 marks the beginning of a new period, captured by Nick Knight in a exclusive sequence of pictures and video clips. The art phrase Forwardism describes the pleasure of observing and emotion the long term even just before it is produced. This concept is about consistently questioning and demanding typical conventions in purchase to have the best achievable activities and generate a greater upcoming. The end result of this photo shoot is an expressive, sensual and equally aesthetically impressive sequence of visuals that turns basic visible patterns on their head. The photos and video clips appear to be to be painted with light and take the viewer into a vibrant entire world of new choices and emotions.

“I like the thought that Forwardism is about moving into the potential somewhat than referring to the past. For me, this is the only way we can truly convey ourselves and set complicated goals. That is why I decided to invert the colors for these photos and to perform in a color area which expresses the notion: “This is new, this is one thing you haven’t viewed before”. That was the starting place for this venture, to encourage people to consider ahead. It was primarily vital to me that it looks unique from anything you’ve got observed before”, is how Nick Knight describes his function.

Daring, playful and considered-provoking.

Nick Knight is a single of the most influential and visionary photographers of our time. For many years, the British fashion photographer has been breaking with classical conventions in his get the job done, consistently discovering inventive and specialized boundaries. With his artistic collaborations with primary designers, the artist, born in 1958, has recognized himself as a force to be reckoned with in the globe of trend pictures. As a result of his lens, he problems typical notions of elegance, tackles controversial social problems and plays with illusion and reality. He passionately experiments with the newest systems and combines them with classical pictures in his performs. And he retains reinventing himself and his art.

The campaign was realised by the direct agency The Recreation and directed by the multi-award-successful executive director Thim Wagner. “It was a quite excellent honour to function with Nick Knight. I have been adhering to his function for a long time and I know he has generally been in advance of his time. That is what connects him to BMW – this feeling of “never standing nevertheless, constantly evolving”.

Daring, playful and assumed-provoking – these are the attributes that have summed up Nick Knight’s function for decades. The marketing campaign for the market launch of the new BMW i7 could not be explained more aptly.


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