Creativity

BMW opens up private art collections to the everyday viewer

Project by agency Cult extends a print guide to privately-owned artworks

By Alexandra Jardine. Published on Jul 27, 2018

Editor's Pick

BMW's latest foray into branded content aims to showcase private art collections for the ordinary viewer.

A new series of films, created via branded entertainment agency and creative production studio Cult, is actually an extension of a print project, the BMW Art Guide by Independent Collectors. Established in 2012, the guide was created by the brand to make privately-owned contemporary art collections accessible to the general public.

The films feature curator and editor Francesca Gavin and social media influencers including architecture, fashion and art blogger, Pari Eshan (aka Pari Dust) and Italian model and influencer Andrea Denver traveling around in BMW cars and gaining access to privately-owned art collections by Patrizia Sandretto Re Rebaudengo in Italy and Sherry and Joel Mallin in the U.S.

The first two films are available to view on the BMW Art Guide by Independent Collectors platform, and BMW's social channels. More films in the series are planned to launch throughout 2018.

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Credits

Date
Jul 27, 2018
Client:
BMW
Agency:
Cult
Talent:
Francesca Gavin
Talent:
Pari Ehsan
Talent:
Andrea Denver
Director:
Robin Fraser
Executive Producer:
Constantin Bjerke
Producer:
Oscar Evans
Producer:
Ana Moutinho
Producer:
Michael Richard Johnson
Director of Photography:
Mike Glover
1st Assistant Director:
Dan Baker
Gaffer:
Mike Salaga
Sound Mixer:
Johnathan Truin
Drone Operator:
Barney Clark
Post Production:
Cult, Act Natural
Equipment Vendor:
Shift4

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