The world premiere of the new Z4 Coupé brings together BMW Chief Designer Adrian van Hooydonk and the graphic designer Joshua Davis. Inspired by their discourse, Joshua produces a highly individual series of works that is available online. As a result, the campaign gets a massive amount of worldwide PR attention, online and offline.
Wasn’t it difficult to work together with two designers that are quite obviously such different personalities?
No, it wasn’t, really – the two of them seemed to find a level of communication where they matched perfectly and had a lot of ideas shared. Surely, that contributed a lot to the success of this project.
Didn’t the strong presence of Joshua and Adrian in the campaign actually distract from the Z4?
The target audience for the idea were creatives such as architects or designers. They are sophisticated in their expectations and of course they have some sort of background that makes it easy for them to understand the context. That’s why it was so important to discuss design processes. There were three stars in this story: the resulting designs (the car and the prints by Joshua Davis) the designer personalities and the processes that lie behind the design products.
Is there any personal memory you have of the project?
It was an unbelievable experience to enter the FIZ in Munich togetherwith Joshua. FIZ is the BMWs research and innovation centre where over 4.000 highly qualified engineers work on amazing things. And to see our designer walkin there, wearing t-shirt and tattoos and with his vibrancy – it was so full of positive tension, great.
