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Creative

BMW Explores Art and Technology with 'The Ultimate AI Masterpiece'

Campaign launches in partnership with creative technologist Nathan Shipley of Goodby, Silverstein & Partners and Gary Yeh, art connoisseur/founder of artDrunk

BMW Explores Art and Technology with 'The Ultimate AI Masterpiece'

BMW debuted today the 'The Ultimate AI Masterpiece', a unique exploration of art and technology that uses artificial intelligence to generate entirely new works. The virtual art installation debuts in conjunction with Frieze New York 2021, as well as the 50th anniversary of BMW Group Cultural Engagement. Content and videos documenting its creation process are available today online via BMW USA’s YouTube and Instagram channels.

'The Ultimate AI Masterpiece' virtual art installation was created in partnership with creative technologist Nathan Shipley of Goodby, Silverstein & Partners, and Gary Yeh, art connoisseur/founder of artDrunk. The duo leveraged the NVIDIA StyleGAN artificial intelligence model to cross-reference over 50,000 images of artwork spanning 900 years of history and a curated set of 50 works from renowned and emerging contemporary artists BMW has worked with over the past 50 years. Using these inputs as a basis for understanding art, the artificial intelligence then generates entirely new works of art, merging what it learned classical art and the styles noted from the contemporary artists. These new works have been projection-mapped onto a virtual rendition of BMW’s range-topping 8 Series Gran Coupe.

“For 50 years, BMW has supported the arts and culture through numerous initiatives as a way engage and interact with consumers around the world in an authentic way,” said Uwe Dreher, vice president of marketing, BMW of North America. “As we continue these efforts into 2021, and look for new and creative ways to engage audiences, we shift to a virtual setting where we are combining centuries-old art and the latest AI technology to create something completely new and exciting.”

To document the creative process behind the virtual installation, Shipley and Yeh collaborated digitally from different parts of the world – Yeh in Seoul, Shipley in San Francisco – and virtually joined each other for an engaging discussion on the technology behind the artwork created by the AI, as well as BMW’s decades-long support of the arts.

“The Ultimate AI Masterpiece” documentary video is available now at BMW USA’s YouTube channel.

“AI is an emerging medium of creative expression. It’s a fascinating space where art meets algorithm,” said Nathan Shipley, director of creative technology, Goodby, Silverstein & Partners. “Combining the historical works with the curated modern works and projecting the evolving images onto the 8 Series Gran Coupe serves a direct nod to BMW’s history of uniting automobiles, art, and technology.”

“During an unusually isolated time in history, we took the opportunity to curate and work with artists from around the world as a means to give viewers a true art experience digitally,” said Gary Yeh, art collector and founder of ArtDrunk. It was particularly exciting to push the boundaries of art, see how technology may influence the art world in the years to come, and build on 50 years of cultural engagement at BMW.”

Over the course of the past five decades, the cultural commitment of the BMW Group has included partnerships and activations with renowned artists, musicians, designers, curators, and institutions. Together with other partners, the BMW Group developed its own range of initiatives including the BMW Guggenheim Lab, BMW Tate Live, BMW Open Work by Frieze, the BMW Welt Jazz Award, the BMW Art Guide by Independent Collectors, the BMW Art Journey and the free concert series Opera for All in Berlin, Munich, Moscow and London. 

In the U.S. market, the BMW Group supports leading cultural engagements including Frieze New York and Los Angeles, New York Fashion Week, Art Basel Miami Beach, as well as arts and design partnerships of varying format across the country.

Today, Frieze New York begins its tenth edition, taking place for the first time at The Shed in Manhattan, New York from May 5 – 9, 2021. Reimagined for its new location, the fair brings together over 60 major galleries and sees a strong representation from New York, celebrating the creative spirit of the city. A dedicated edition of Frieze Viewing Room will run parallel to the fair, through May 14, and will feature an expanded list of over 160 exhibitors, connecting international galleries and audiences unable to travel.

The BMW 8 Series Gran Coupe represents the ultimate blend of craftsmanship, performance, luxury and innovation at the top of the BMW range. Joining its two-door coupe and convertible 8 Series siblings, the 8 Series Gran Coupe features the latest BMW technology and innovation, a choice of powerful six- or eight-cylinder BMW TwinPower Turbo engines, and BMW’s striking four-door Gran Coupe silhouette.

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Credits

Client: BMW

Brand: BMW

Spot Name: The Ultimate AI Masterpiece

Air Date: May 5, 2021

Agency: Goodby Silverstein & Partners

Client

Vice President of Marketing, BMW of North America: Uwe Dreher

Partners

Founder of ArtDrunk: Gary Yeh

Agency

Co-Chairman: Rich Silverstein

Chief Creative Officer: Margaret Johnson

Creative Directors: Wes Phelan, Matt Edwards & Nathan Shipley

Associate Creative Directors: Carlos Rangel & Kevin Leung

Art Director: Nando Sperb

Copywriter: Gustav Johansson

Creative Technology

Company Name: GS&P Labs

Director of Creative Technology: Nathan Shipley

Executive Producer: Tena Goy

Creative Technologist: August Bjornberg

Creative Technologist: Troy Lumpkin

Design

Designer: Nando Sperb

Account Services

Group Account Director: Jenna Duboe, Chris Ferko

Account Director: Alissa Sheely

Account Manager: Nikki Dietrich, Olivia Mullen, Kelly Preston

Brand and Communication Strategy

Partner, Head of Brand Strategy: Bonnie Wan

Partner, Head of Communication Strategy: Christine Chen

Group Brand Strategy Director: Stephanie Phillips

Brand Strategy Director: Kevin DeStefan

Group Communications Strategy Director: Dong Kim

Sr. Communications Strategist: Matt Hudgins

Production

Co-Director of Production: Margaret Brett-Kearns

Producer: Phoebe Buckley

Business Affairs

Director of Business Affairs: Judy Ybarra

Sr. Business Affairs Manager: Chrissy Shearer

Production Company

Company Name: GS&P Films

Production Company City: San Francisco

Director: Mark Sandhoff

Director of Photography: Mark Sandhoff

Executive Producer: Danielle Riccardi

Line Producer: Andrew Devansky

Editorial, Audio and Sound Design Company

Company Name: eLevel

Editing Company City: San Francisco

Executive Producer: Michael Damiani

Senior Post-Producer: Ali Plansky

Editors: Graham Wilcox, Lori Arden

Assistant Editor: Liz Norris

Executive Audio Producer: Josh Brown

Audio Engineer: Nic Dematteo

VFX Company

Company name: Company3

Director of Production: Tom Gehring

Colorist: Kath Raisch

Producer: Anna Kelman

Category: Automotive , Cars

Genre: Visual VFX