BMW x Spiderman

Client: BMW AG
Agency: Jung von Matt, Hamburg
Production & Post-Production: Parasol Island
Directors: Hot Icarus

How do you launch a completely new era of mobility while tapping into one of the biggest cinematic universes? For the release of Spider-Man: Brand New Day, BMW partnered with Sony Pictures to seamlessly integrate the first model of their Neue Klasse - the fully electric BMW iX3 - alongside the BMW 5 Series into the film’s storyline. Based on the creative concept by Jung von Matt, Hamburg, Parasol Island brought this massive global promotional campaign to life. From crafting a blockbuster hero film entirely from scratch to flawlessly blending existing cinematic footage, we delivered a multi-asset package that bridges reality and cinema.

BEHIND THE SCENES

THE TASK

BMW needed a spectacular global campaign to accompany the cinematic release of Spider-Man: Brand New Day and to introduce their Neue Klasse to a worldwide audience. Conceptualized by Jung von Matt Hamburg, the task was highly complex: We needed to produce a brand-new, original hero piece starring the BMW iX3 from the ground up, while simultaneously creating a cohesive suite of trailers and model spots utilizing existing movie and automotive footage. The challenge was to maintain a consistent, high-end Marvel aesthetic across all deliverables.

THE SOLUTION

To deliver a campaign as ambitious as the collaboration itself, we orchestrated a comprehensive promotional ecosystem grounded in a dual creative strategy. We seamlessly bridged two distinct disciplines: executing a complex, bespoke Virtual Production shoot from scratch for the main hero narrative, while concurrently architecting a high-octane suite of trailer edits, model spots, and social assets.

Managing every touchpoint - from live-action execution a fully virtual LED stage to final post-production, VFX integration, and color grading - we ensured a unified, blockbuster aesthetic across every single deliverable format.

An adrenaline-fueled mashup. We meticulously edited existing scenes from the official Spider-Man: Brand New Day trailers together with striking BMW footage to create a seamless announcement of the collaboration.

HERO FILM
„THE BIG SCREEN“

The centerpiece of the campaign. With highly talented directors HOT ICARUS and DoP Konrad Lorsch we completely produced this film in-house from start to finish. Shot on Quite Brilliant's state-of-the-art virtual production stage in London, together with The Scope we custom-designed digital environments to place the fully electric BMW iX3 right into the heart of the action.

THE MODEL SPOTS
(iX3 & 5 Series)

Dedicated promotional pieces tailored specifically to highlight the features of the BMW iX3 and the BMW 5 Series, weaving the vehicles into the cinematic universe.

SOCIAL ASSETS

Two bespoke, high-impact social media assets perfectly formatted to maximize global engagement across all platforms and support the hype around the collaboration.

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