New BMW launched with first interactive 360° film

BMW's first electric car, the BMW i3, has been launched with a world first: an interactive 360° film comprising a 'virtual test drive' for smartphones and tablets. Called Become Electric, the film is a collaboration between ad agency WCRS and production companies Mustard Films and Tool.

BMW man
Directed by film and video director, screenwriter and digital marketer Jason Zada, it gives users the opportunity to be the driver and supporting actor in a dramatic race to save the world.

Ross Neil, creative director at WCRS, explained:  "Our idea was to create the first ever 360° virtual test drive film. By producing it as an app for mobile and tablets we were able to put the viewer in control and give them a unique, personalised experience that would entertain as well as allow them to experience the car, ultimately helping them on their own journey to Become Electric."


The trailer above gives you an idea of the whole experience on offer if you download the app.


Agency: WCRS
Creative director: Ross Neil
Senior creatives: Dan Gorlov and Rachel Le Feuvre
Agency producer: Joseph Pawsey
Account handling: Henry Debenham
Media agency:  Vizeum
Production company: Mustard Films/Tool
Director: Jason Zada (Mustard Films/Tool)
Executive producers: Matt Hichens /Brian Latt & Dustin Callif (Mustard Films/Tool)
Producer: Nick Papworth (Mustard Films)
Editor: Guy Savin (Marshall Street)
Post-production: Glassworks
Audio: Mophonics, Los Angeles and 750mph, London
Exposure: app, digital, social, press