Art Direction: Margit Drescher

BMW Next 100 Vision

Art Direction: Margit Drescher
Art Direction: Margit Drescher · Photography: Lily Alssen

When a futuristic vehicle is photographed, the whole picture looks assembled. When details are retouched, reflections optimized or imaginary highlights added, the resulting picture starts to look artificial and unrealistic.

The objective of these photographs was to avoid such artificiality. The portrayed vehicle is real and this should also be shown! At the same time, the vision of the BMW Group for the future is expressed: the focus is on the individual and the analog and digital worlds are seamlessly merged.

Therefore I decided to work with Kat Irlin. She is actually a people photographer and elicits expressions from her models through which spectators are drawn into their world. This project resulted in natural photographs that emphasized the human aspects.

The second part of the project was executed by photographer Till Jenninger. His photographs were a tribute to the company’s 100-year history and an homage to Munich.

 

Photo Concept: Margit Drescher
Art Direction: Margit Drescher
Photography: Kat Irlin, Till Jenninger and Lily Alssen
Post Production: Ramona Reuter and Jesse Posch
Hair and Make Up: Arno Humer
Production: Sirius Image

Art Direction: Margit Drescher
Art Direction: Margit Drescher
Art Direction: Margit Drescher · Photography: Lily Alssen
Art Direction: Margit Drescher
Art Direction: Margit Drescher · Photography: Lily Alssen
Art Direction: Margit Drescher
Art Direction: Margit Drescher
Art Direction: Margit Drescher
Art Direction: Margit Drescher · Photography: Lily Alssen
Art Direction: Margit Drescher
Art Direction: Margit Drescher
Art Direction: Margit Drescher
Art Direction: Margit Drescher
Art Direction: Margit Drescher
Art Direction: Margit Drescher
Art Direction: Margit Drescher
Art Direction: Margit Drescher
Art Direction: Margit Drescher
Art Direction: Margit Drescher
Art Direction: Margit Drescher
Art Direction: Margit Drescher
Art Direction: Margit Drescher
Art Direction: Margit Drescher · Photography: Lily Alssen