"Every car has its moment. This one has thousands per second."
This tagline spawns the idea of this beautifully photographed and well-executed :45 commercial. As one of the new BMW 3 Series glides through the evening woodland, it is trailed by its shadows.
For Pure Drive, Gondry focuses again on multiplicity and how to film it. Two shots are pans where the car zooms through its own images. This required a Timetrack camera, developed by David Taylor, who recounts his work on this specific project:
"[W]e did a spot for BMW, that used a 160 lens Timetrack camera, timed exposures (long exposures of several seconds), and multiple sequential photo strobe flashes at night to create an effect of the car moving through space and leaving trace images of itself behind itself."
The clip's post production was done at Twisted Labs, the company of Olivier Gondry. Read more about Timetrack here, clip here, and behind-the-scenes photos here.