BMW was planning on launching its first-ever electric vehicle, and with almost no presence in the category, needed to get people talking about the automaker as a brand with innovative mobility solutions like electric cars.Our task was to break BMW into a community it had never approached before: beta testers and socially conscious early adopters – a group of consumers who live almost exclusively online.

Our solution was to go beyond the car and create a larger conversation about the future of mobility – a conversation that BMW would be a part of.

In order to establish editorial integrity, we first created an entirely new BMW franchise: BMW Documentaries. Then, over four months we interviewed people across the U.S. with undeniable influence and social reach, including the nation’s top scientists, visionaries, thinkers, entrepreneurs and business leaders.When we finished, “Wherever You Want To Go,” a series of films made for and of the web about the future of mobility, was launched.

The films are designed to appeal to the ‘TED viewer’ and to facilitate discovery of the content in appropriate contexts, from Engadget to Wired to The Atlantic.Leveraging a thought from BMW research, to think beyond the car, we wanted to elevate the conversation around EVs to examine the impact cars have on cities and the implications of mass urbanization.