BMW: Born Electric AR Experience

Sustainable Campaigning on the Big Stage

For the launch of BMW’s 2021 #bornelectric campaign, promoting their new iX model, the Enlive team was tasked with developing a large-scale AR experience. Involving a talented group of people, including the “graffiti agency” Concrete, who conceptualized and hand-painted the enormous mural on a prominent facade in Vienna. A key step in minimizing the environmental impact and sticking to the campaign’s zero-emission spirit.

Matching the visual quality of this multifaceted art piece was vital, but meant completely reverse-engineering the two-dimensional mural. To materialize the overall aesthetics of the scene in AR space, I recreated all elements in 3D. The custom chrome lettering, acting as a mirror, required delicate attention, since the appeal of a reflective surface is mainly defined by its surroundings. Through careful iterations, building from the reference image, I hand-assembled a custom HDR environment texture that allows this look to dynamically exist in the third dimension. Layered animations, particle simulations, and vivid lighting bolt effects brought the final composition to life.

It was an inspiring experience to collaborate on something so substantial, combining innovation and sustainability. The AR campaign generated over 7 million impressions, emphasizing how art and technology can extend their influence beyond physical limits.