Brand inspired art is an ever growing genre, but what what is really neat is all the behind the scenes footage brands like to release around the making of. This is cool because one of the secrets of advertising is that some of the greatest creativity existed behind the curtains of "finished production." The process of how to actually bring a creative idea to life is as, if not at times more, creative than the idea itself.
This behind the scenes documentary on the making of a BMW spot, shot by Ridley Scott's son, Jake, is the latest in the making of genre. All the detail, trial and error and engineering into making something like this happen is fascinating. I'd expect nothing less from a company like BMW who takes their engineering very very seriously.
In an era of ever growing transparency and a desire to know what's going on behind the scenes, this content is really neat when you have a brand that truly stands for something meaningful and unique, whether it in it's proposition or integral to the products themselves.
That said, are we at the point yet where "lets do some art around the brand" is becoming a bit of a lazy tactic. Probably...