BFI Filmmaking Challenge

The BMW Filmmaking Challenge, in partnership with the BFI, inspired by the all-electric BMW i7 and its ultra-wide 32-inch rear-passenger theatre screen, encourages filmmakers to experiment with the new 32:9 aspect ratio. This challenge invites filmmakers to rediscover the joy of filmmaking by creating a short film that tells a compelling story. Emmy award-winning Michaela Coel mentored the filmmakers, with the winning film debuting at the BFI London Film Festival 2023. In the first week, positive sentiment for BMW rose from 25% to 77%. The launch film on BMW channels garnered over 30,000 organic views, 49,000 total organic impressions, and 23 unprompted influencer mentions. On BFI channels, the campaign achieved 333,000 organic views, 495,000 total organic post impressions, and 152,000 organic reach on social.