Star Photographer Nick Knight Photographs BMW i7 For Launch Campaign

[Jason]

BIMMERPOST NEWS

The new BMW i7 progressively staged: Star photographer Nick Knight creates expressive futuristic photo series.

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Munich. The new all-electric BMW i7 ushers in a new era of hallmark driving pleasure and individual mobility in the luxury segment. For the launch campaign of this automotive milestone, the BMW Group collaborated with world-renowned British fashion photographer and artist Nick Knight. "The BMW i7 is engineering at its highest level. Accordingly, it was our ambition to have the car photographed by an internationally renowned artist and staged as a work of art. The extraordinary collaboration with Nick Knight has been very inspiring for all of us. Never before has a BMW been staged in such an artistic and progressive way," explains Jens Thiemer, Senior Vice President Customer & Brand at BMW AG.

This is Forwardism: The new all-electric BMW i7 marks the beginning of a new era, captured by Nick Knight in a unique series of images and videos. The art term Forwardism describes the joy of seeing and feeling the future even before it is created. This concept is about constantly questioning and challenging common conventions in order to have the best possible experiences and create a better future. The result of this photo shoot is an expressive, sensual and equally aesthetically innovative series of images that turns classic visual habits on their head. The photographs and videos seem to be painted with light and take the viewer into a colourful world of new possibilities and emotions.

"I like the idea that Forwardism is about moving into the future rather than referring to the past. For me, this is the only way we can really express ourselves and set challenging goals. That's why I decided to invert the colours for these photographs and to work in a colour space which expresses the idea: “This is new, this is something you haven't seen before”. That was the starting point for this project, to encourage people to think forward. It was especially important to me that it looks different from anything you've seen before", is how Nick Knight describes his work.

Daring, playful and thought-provoking.

Nick Knight is one of the most influential and visionary photographers of our time. For decades, the British fashion photographer has been breaking with classical conventions in his work, constantly exploring artistic and technical boundaries. With his creative collaborations with leading designers, the artist, born in 1958, has established himself as a force to be reckoned with in the world of fashion photography. Through his lens, he challenges conventional notions of beauty, tackles controversial social issues and plays with illusion and truth. He passionately experiments with the latest technologies and combines them with classical photography in his works. And he keeps reinventing himself and his art.

The campaign was realised by the lead agency The Game and directed by the multi-award-winning executive director Thim Wagner. "It was a very great honour to work with Nick Knight. I have been following his work for decades and I know he has always been ahead of his time. That's what connects him to BMW - this sense of "never standing still, always evolving".

Daring, playful and thought-provoking - these are the attributes that have summed up Nick Knight's work for years. The campaign for the market launch of the new BMW i7 could not be described more aptly.

Star Photographer Nick Knight Photographs BMW i7 For Launch Campaign

[MachinesWithSouls]

Quite the budget. I Usually go in a different direction.

https://machineswithsouls.com/2022/0...er-west-shoot/

[Gdiddy23]

Originally Posted by MachinesWithSouls

Quite the budget. I Usually go in a different direction.

https://machineswithsouls.com/2022/0...er-west-shoot/

I checked out your website. Good stuff

[MachinesWithSouls]

Originally Posted by Gdiddy23

I checked out your website. Good stuff

Thank you!

[paddyrx8]

To go to all that effort, would somebody not say "Move that car out of the way".

[wesleyan92]

The more I see this car, the more I like it.

I still can't get the head and the heart cannot align.

[nerdogray]

Is this satire? All of the lighting and dramatic sets just distract from the car... which is actually a welcome thing in this case.

[snareman]

Sorry, but these pics are dumb. Creative and all, but I just don't understand what BMW is doing with marketing with their recent launches. What is the point of having these new age looking people in the pictures? Just show us the car

[psuibmw]

I might be from a different century but what kind of people wear these things

[nerdogray]

Dukec wears them. He would fit right in with the fashion industry.

[TX3M]

That's the dumbest photo shoot I've ever seen. The car looks like computer graphics and that it hasn't actually been photographed. I have nothing positive to say about the car itself.

Here's the headline I'm hoping to see:

"Star Designer hired by BMW to redesign the i7"

[nerdogray]

By far, the best picture is 33.

[MinMax]

Way too much post processing on these photos. It's creative but I just dont feel it aligns with the language of any BMW car. He's a fashion photographer though, the whole album does feel like a fashion show.

[Danconia]

Originally Posted by nerdogray

By far, the best picture is 33.

Let me guess.

[crypto]

Ahh yes pictures where you can't see the car at all or it's partially or substantial blocked, and is not the element drawing your eye at any point in time. All hallmarks of a stunning car. 🙄

[Chihuahua]

corny AF. I would expect this from say, Lexus. BMWs marketing department is currently very high on drugs.

[solstice]

I think the car is cool, certainly don’t need all that weird sh*t going on around it.

[3RDSECTOR]

Originally Posted by nerdogray

Dukec wears them. He would fit right in with the fashion industry.

It would be great if he left to be the creative director of a hypebeast brand and left of BMW fans alone.

[Turkish Pickle]

Originally Posted by snareman

Sorry, but these pics are dumb. Creative and all, but I just don't understand what BMW is doing with marketing with their recent launches. What is the point of having these new age looking people in the pictures? Just show us the car

presumably they're including the "new age looking people" to appeal to them since people your age (respectfully) won't be buying cars 10-20 years from today

[snareman]

Originally Posted by Turkish Pickle

presumably they're including the "new age looking people" to appeal to them since people your age (respectfully) won't be buying cars 10-20 years from today

Do 23yo's want to see those people or do they want to see the car?

[///MPhatic]

I truly hope I wasn't supposed to be impressed.

[Turkish Pickle]

Originally Posted by snareman

Do 23yo's want to see those people or do they want to see the car?

As a 24 year old - it's kinda both actually. Obviously I'm here for the car, but especially as of late BMWs designs looking so bold, daring, and with presence, this is a cool photography exercise. Plus they get to promote the car. This is more "art" than promoting the car though, because you can replace that i7 with virtually any other car and you'd get the same shots.

I do like photography and enjoy the direction BMW is heading with their designs, strong chance I'm in the minority on this forum, but I actually enjoyed looking at this set.

Getting a bit more "pretentious" though, this car has a very monolithic design language, similar to the upcoming XM and the new Range Rover. So to complement that with flashy colors and light painting is great. The car is still in the focus of the photo because of its presence, even with all the flashy shit going on around it.