BMW Rolls Out Summer Campaign via RSA Films' Kacper Larski
RSA Films’ director Kacper Larski has an affinity for shooting cars and sports. “I got into shooting cars and sports because both worlds are obsessed with performance,” he said. “The pursuit of tenths. The pursuit of inches. The pursuit of control.” Larski’s latest campaign for the BMW Ultimate Sales Event epitomizes that perspective. BMW agency Goodby Silverstein & Partners tapped Larski for his distinctive eye and ability to get people’s hearts racing with stunning visual stories.
“I’ve spent a lot of my career shooting incredible cars under the fingertips of great drivers and incredible athletes in full pursuit of their sport,” Larski said. “So when the boards came in, the connection was immediate.”
The “Shape of Greatness” TV spots draw parallels between the performances of athletes and luxury vehicles; the BMW X5, X3 and 330i are featured. They depict men and women giving their all playing tennis, soccer and golf, going running and practicing yoga, juxtaposed with BMWs in high performance mode on the road. A sensory overload of heart-pounding action, sweat and the speed of athletes at their peak, in a gripping montage with the elite performance of BMW vehicles.
“Cars and athletes are often photographed differently,” Larski explained. “One as engineering. The other as humanity. But at the highest level, they’re both negotiating with the same forces. Momentum. Gravity. Friction. Control. What interested me was pushing that idea further. Not shooting cars like athletes, but shooting athletes like cars.”
Larksi enjoyed a tight collaboration with cinematographer Oliver Millar, who helped him make that idea a reality. For instance, runner Tiffeny Parker was photographed like a performance machine with the CineMoves arm car (built specifically for filming vehicles) on Los Angeles’ iconic 6th Street Bridge.
“People are responding to the films because the speed isn’t manufactured,” Larski added. “The athletes are in fighting form, they’re strong and fast. The cars are genuinely loaded up. They’re genuinely changing direction. The suspension is working. The tires are working. The drivers are working. The camera is simply close enough to feel it.”
While Larksi created that treatment for the social films to ensure they shared the same visual language as the TV spots, the spots were shot by a dedicated social team; they feature athletes and fans, enjoying the vehicles’ unique features - e.g., cutting-edge adaptive suspension, panoramic roof, signature headlights, M sport suspension. They further showcase what sets BMW apart.
CREDITS
Agency: Goodby Silverstein & Partners
Production Company: RSA Films
Director: Kacper Larski
President / Executive Producer: Luke Ricci
Executive Producer: Buddy Brakha
Head of Production: Sarah Morrison
Associate Producer: Logan Alexander
Line Producer: Amanda Clark Altham
Cinematographer: Oliver Millar
1st AD: Bryan Altham
Production Designer: N.C. Page Buckner
Director’s Assistant: Andreea Florescu
Editorial Co.: Abandon
Finishing / VFX Co.: Pariah
Sound Design/Mix: Sonic Union
TVC Music: “Loop” by Jerri
