Project 850

Project 850 combines computational design and creative coding to design the visual language of the global print campaign for the BMW 8 Series.

We wrote custom software to produce visual caustics, light reflections and gradients. The generated content is then projected into space, covering the product and filling the environment with digital lighting.

The technical setup for the digital content of the production 850, consists of multiple projectors and cranes to quickly adjust to any circumstances. The corresponding architecture was used for inside and outside shootings. For our digital content we used a combination of geometries generated in Houdini and realtime shader pipelines in vvvv.







Art Direction Photography Igor Panitz 

Art Direction Digital Content Waltz Binaire 

Technical Direction Digital Mickey van Olst 

Generative Design Pavel Karafiat 

Projector Setup Prioetta 

Technical Director Projector Matteo Pertusio 

Post Production rheint.Art Porstproduktion, Stefan Eisele Postproduktion 

Production Peak Productions 

Agency Serviceplan, Christine Behrendt, Sebastian Stabenau, Adam Karger, Jan Grothklags 

BMW Judith Hebele, Amelie Klim, Heiko Kircher