The new BMW 1 Series was introduced to China in early 2017. Unlike previous BMW launches, this model was targeted specifically at young urban millennials, resulting in a partnership between Alexander Wang and VICE China. Creatively, we wanted to match Alexander's personalty with car in the most authentic way possible - fast, stylish, with a touch of the dark side. The idea was to show him driving home after a night out, just as Shanghai's early-risers were waking up to a new dawn.
For this project, we also shot a documentary of Alexander Wang's one-of-a-kind concept car, so Chinese audiences could get a closer look at his personality, inspiration, and the creativity that drives him. (See video 2 below.)
For this project, we also shot a documentary of Alexander Wang's one-of-a-kind concept car, so Chinese audiences could get a closer look at his personality, inspiration, and the creativity that drives him. (See video 2 below.)
Alexander Wang profile for Creators Project.
TV Commercial.
One-of-a-kind 1-Series prototype docu.
