The main task was to tell an overarching story that crosses all temporal levels and conveys the unique emotional relationship between people and cars—the core that defines the brand BMW.

This had to be told not only by a classical movie approach, but also had to function in a show-event that lives, loves and breathes future: The BMW CES Show 2023 in Las Vegas, where Dee, as we may call her, was introduced to the world for the first time. Accompanied by Arnold Schwarzenegger... and our film.

Which in the end became the red thread of the entire show. This special task involved many challenging factors: Promoting a product that hadn't existed yet during the first period of concepting and production ( a "vision vehicle") - , Embedding this movie piece into a "world release premiere" format and thus creating a dramaturgical show-structure.

A story about love. And friendship. And cars.

This is the story of BMW's latest vision model, the BMW i Vision Dee. Together with Hollywood icon Arnold Schwarzenegger, Dee (Short for: "Digital Emotional Experience") travels both back in time and into the very real future of a virtual world. On this journey, they help protagonist Alice find her great love and, along the way, also discover the future of BMW, the unique relationship between humans and cars as well as everything about DEE, The Ultimate Companion.

A tale about visions of the future, digitalization and machines. About people, emotions and tape salad and how all of this can be united to create a common future. All this combined with character driven storytelling, more 80s cult (The Hoff aka. Michael Knight and his talking car K.I.T.T.) and a highly complex visual (meta)verse.

2 million views within the first 5 days after release, including a total of 1.093 comments on YouTube, show what kind of emotional output this piece had after all. It performed highly within it's double function as a singular movie piece and — shown within the show plit ito three chapters—as the dramaturgical thread carrying the rundown of the keynote show. This was evermore highlighted by carrying the story through nostalgic and iconic figures like Arnold Schwarzenegger, David Hasselhoff & KITT, which led to identification with the product for the viewer throughout it's protagonists. Furthermore, the movie could generate more attention through those highlight characters.

It fulfilled it's main task, which was to tell an emotional story of a car as the ultimate companion and staging this message within the release show on the keynote. It created an emotional case to the brand BMW by creating an overarching narrative.