BMW - CUTTING EDGE

The Cutting Edge is a media concept for the presentation of the BMW X5 at the plant in Spartanburg (SC). With VokDams we created the idea of ​​a deep insight into the values ​​and roots of the BMW X5 using augmented reality. It was planned to create the illusion of a window with a view on the X5's assembly line. The cutting edge disassembled the window into its components and thus released the mood DNA of the new BMW.