BMW presents the global campaign for the new M5 sedan with the title ‘Duality Untamed’, which was produced by Media.Monks Germany together with style icon and Fashion Designer Justin O’Shea. From working as creative director at Brioni or launching his own fashion label SSS World Corp. to his present role as CD for the spirits portfolio at LVMH, O’Shea appreciates extremes and supposed contradictions. Characteristics that are perfectly reflected in the all-new BMW M5.

Directed by Knut Burgdorf, it was shot across Barcelona to capture urban footage and Almería’s racetrack for high-performance sequences (production: Parasol Island). Complementing the film, photographer Agnieszka Doroszewicz conducted a separate photo shoot.

“It’s not very often that the personality of the car and the protagonist are so in sync. Although the M5 is a dream car, I tried to stage the film in the here and now, making the dream relatable. Every car enthusiast can relate to becoming a different persona by feeling the power of such a car. This feel is what I wanted to portray. And Justin is the perfect protagonist for that,” says Director Knut Burgdorf.

One of the fundamental themes throughout the campaign for the all-new BMW M5 is the concept of ‘duality untamed’. How does Justin relate to the concept? “My life is kind of summed up in this concept. I have always had two sides, whether it be work and play or business and family. One side always fuels the other and vice versa. Ultimately, they are tied together by the emotions and mentality that define who I am – passion, devotion, hard work and fun.”

“The M5 is an iconic model with an impressive history, and working on the launch of the BMW M5 plug-in hybrid has been an incredible privilege for our team. With ‘Duality Untamed’, we wanted to give the M5 a platform that captures its essence: performance paired with progressiveness, power and style. The contrasting worlds within which we have staged Justin O’Shea together with the vehicle are interwoven in the film to create a dynamic experience, uniting all of these elements,” says Mario Zaradic, Creative Director at Media.Monks.

CREDITS

Director: Knut Burgdorf

DoP: Denis Guth

Photographer: Agnieszka Doroszewicz

Social Photographers: Manuel Nagel & Philip Hoebel

Editor: Soeren Goerth

Colorist: Mike Bothe

Composer: Jonathan Wulfes

BMW Team

Head of Content, Digital and Editorial Marketing: Fabio O.

Head of Content, Creation Artwork & Film: Max Bauer

Brand Communication, Content Creation & Production: Claudia Müller & Andrea Baur

Content Creation and Production Artwork, Film: Lisa K. Schmack

Creative Team

Executive Creative Director: Christof Deutscher

Creative Director: Mario Zaradic & Fedja Kehl

Senior Art Director: Moe Qubia

Senior Copywriter: Oliver Schnitzer

Senior Account Manager: Ichraq Sabbani

Senior Project Manager: Müge Öner

Senior Project Manager: Gianna Ponzo

Strategy Director: Santiago Ramirez

Unreal Team

Post Producer: Jannik Seeburg

Account Manager: Hugo Lennon

Production Team

Executive Producer: Daniel Thiele

Agency Producer: Mark Kuhlmann

Senior Post Producer: Andrej Loebel & Siebout Van Leeuwen

Production Company: Parasol Island

Executive Producer: Moritz von Schrötter

Senior Producer: Dirk Moritz

Production Assistant: Valentina Kaminker

FMA Producer: Felix Niehoff

Senior Post Producer: Lucy Nurse

Senior Post Producer: Tobias Bachleitner

My Ways (Service Production)

Head of Production: Irene Fabregat

Executive Producer: Tina Dobslaw

Producer: Rocío Romero