BMW Film Bullet - High Performance Art by Cundari

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Bullet - High Performance Art

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Industry Cars
Media Film
Market Canada
Agency Cundari
Creative Director Roger Harris
Producer Sumit Ajwani, Kay Rough
Account Supervisor Ranjan Gill
Production Big Block
Released June 2012


One Show 2013
One Show Interactive Craft / Animation/Motion Graphics Silver
One Show Cinema Advertising / Long Form - :90 and Over - Single Merit

Credits & Description

Media: TV
Geo: Canada
Category: Automotive
Agency: Cundari
Brand: BMW
Advertising Agency: Cundari, Toronto, Canada
Chief Creative Officer: Brent Choi
Associate Creative Director / Art Director: Raul Garcia
Associate Creative Director / Copywriter: Brian Murray
Producer: Sumit Ajwani
Group Account Director: Natasha Wookey
Account Director: Katie Lynn
Account Supervisor: Ranjan Gill
Digital Strategy: Todd Hummel, Caitlin Mcdonald
Strategy: Andrea Sampson/Emily Bergeron
Production House: Big Block
Director / DOP: Mark Glaser
Managing Director: Kenny Solomon
Exec Producer: Pete King
Producer: Kay Rough
Supervisor: Glenn Bennett
Production Manager: Kristen Zaik
Coordinator: Cindy Chapman
Big Block Studio Team: Tom Connors, Rob Glazer, Ilya Astrakhan, Nick Poznick / Milsap
Editorial: Brandon Porter / Whitehouse Post
Music / Sound Design: Silent Joe West
Creative Director: Roger Harris
Producers: Trevor Allan, Silent Joe West
Sound Design: Jo Rossi, Tony Gort
Music: Beethoven's piano concerto No. 5
Media: Media Experts
Media Strategy / Planning: Karel Wegert, Kris Davis
Brief Explanation
The M5 is not only the world's fastest sedan, but also the most luxurious. To reflect the two contrasting sides of the M5, the film Bullet recreates super slow motion bullet footage on a grander scale – juxtaposing exciting high-speed driving with serene super slow motion to show the true beauty of the M5’s devastating power. Beethoven’s Piano Concerto No. 5 in E-flat major Op. 73 lulls the viewer into a peaceful trance, then the film returns to real time with the roaring engine of the M5 creating an intentionally jarring contrast.Only five shots in the entire film feature the real M5. However, the engine sounds were recorded on set on the day of the shoot and seamlessly mixed with the CGI action.