BMW wanted to showcase the history of the BMW M-series automobile from its inception until today. Cundari Group Ltd. asked Loop to create a spot that would tie directly into the launch of the “Book of M” campaign. With that in mind, Loop's goal was to create a look for BMW that resonated with their outstanding product design.
Black, white and silver colours dominate, with accents of deep reds and blues keeping the showcase classic and stylish. As the book's pages begin to turn and gain momentum, live-action footage of cars plays subtly in the background. This minimalist approach reflects the automobile model's sleek, simple lines. Book of M won the prestigious 2007 Gold Remi Award.
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