To support the launch of BMW's next generation roadster in an unconventional way, we looked to build on the momentum of The Hire from its previous year's debut. We knew we had to stay focused on delivering entertainment, believing if it were compelling, credible and legitimate entertainment, our somewhat allusive 25-44 affluent target would choose to explore both the new Z4 roadster and the BMW brand on their own terms.This led us to create a second season with three new films starring the new Z4 roadster which premiered at www.bmwfilms.com. The new site features not only the films and their supporting elements (talent biographies/filmographies, Making of the Films, Director's Commentaries), but also highlights vehicle information as it pertains to each film's story line.The BMW Enhanced Film was created as a broadband alternative to the streaming format at www.bmwfilms.com. Leveraging the previous year's experience, we wanted a simple downloadable solution that could still meet and exceed expectations associated with the brand.The Collector's Edition DVD is an alternative distribution method showcasing the three new films and the new Z4 roadster, as well as the films from the previous year.

The media team conceived, developed and executed all aspects of this idea. (The only thing we didn't do is shoot the films.)