Lionheart
Concept - Effortless action.
A BMW brand TVC featuring the M4GTS to extol the virtues of BMW engineering.
“Empty your mind, be formless. Shapeless, like water. If you put water into a cup, it becomes the cup. You put water into a bottle, it becomes the bottle. You put it in a teapot, it becomes the teapot. Now, water can flow or it can crash. Be water, my friend.” - Bruce Lee.
The quote is a summary of the Taoist concept of Wu Wei, studied by Bruce Lee, which translates as ‘effortless action’.
The TVC amassed 110,000,000 views. (Source, Tencent)
Concept - Effortless action.
A BMW brand TVC featuring the M4GTS to extol the virtues of BMW engineering.
“Empty your mind, be formless. Shapeless, like water. If you put water into a cup, it becomes the cup. You put water into a bottle, it becomes the bottle. You put it in a teapot, it becomes the teapot. Now, water can flow or it can crash. Be water, my friend.” - Bruce Lee.
The quote is a summary of the Taoist concept of Wu Wei, studied by Bruce Lee, which translates as ‘effortless action’.
The TVC amassed 110,000,000 views. (Source, Tencent)
The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
Consultant services for Interone advertising agency, Beijing.
Client - BMW, China
Executive Creative Director - Chris Catchpole
Creative Director - James Pearson
Concept Team - Chris Catchpole, James Pearson, Celson Durante
Art Director - James Pearson
Production Company - Gwantsi