The new BMW i7 progressively staged: Star photographer Nick Knight creates expressive futuristic photo series.

BMW:The new BMW i7 progressively staged: Star photographer Nick Knight creates expressive futuristic photo series.

Munich. The new all-electric BMW i7 ushers in a new
era of hallmark driving pleasure and individual mobility in the luxury
segment. For the launch campaign of this automotive milestone, the BMW
Group collaborated with world-renowned British fashion photographer
and artist Nick Knight. “The BMW i7 is engineering at its highest
level. Accordingly, it was our ambition to have the car photographed
by an internationally renowned artist and staged as a work of art. The
extraordinary collaboration with Nick Knight has been very inspiring
for all of us. Never before has a BMW been staged in such an artistic
and progressive way,” explains Jens Thiemer, Senior Vice
President Customer & Brand at BMW AG.

This is Forwardism: The new all-electric BMW i7 marks the beginning
of a new era, captured by Nick Knight in a unique series of images and
videos. The art term Forwardism describes the joy of seeing and
feeling the future even before it is created. This concept is about
constantly questioning and challenging common conventions in order to
have the best possible experiences and create a better future. The
result of this photo shoot is an expressive, sensual and equally
aesthetically innovative series of images that turns classic visual
habits on their head. The photographs and videos seem to be painted
with light and take the viewer into a colourful world of new
possibilities and emotions.

“I like the idea that Forwardism is about moving into the future
rather than referring to the past. For me, this is the only way we can
really express ourselves and set challenging goals. That’s why I
decided to invert the colours for these photographs and to work in a
colour space which expresses the idea: “This is new, this is something
you haven’t seen before”. That was the starting point for this
project, to encourage people to think forward. It was especially
important to me that it looks different from anything you’ve seen
before”, is how Nick Knight describes his work.

Daring, playful and thought-provoking.

Nick Knight is one of the most influential and visionary
photographers of our time. For decades, the British fashion
photographer has been breaking with classical conventions in his work,
constantly exploring artistic and technical boundaries. With his
creative collaborations with leading designers, the artist, born in
1958, has established himself as a force to be reckoned with in the
world of fashion photography. Through his lens, he challenges
conventional notions of beauty, tackles controversial social issues
and plays with illusion and truth. He passionately experiments with
the latest technologies and combines them with classical photography
in his works. And he keeps reinventing himself and his art.

The campaign was realised by the lead agency The Game and directed by
the multi-award-winning executive director Thim Wagner. “It was a
very great honour to work with Nick Knight. I have been following his
work for decades and I know he has always been ahead of his time.
That’s what connects him to BMW – this sense of “never standing
still, always evolving”.

Daring, playful and thought-provoking – these are the attributes that
have summed up Nick Knight’s work for years. The campaign for the
market launch of the new BMW i7 could not be described more aptly.

Original Press Release