Jason Zada talks 360 and the new BMWi3

WCRS, as part of EngineDare, has teamed with Mustard Films and Tool to create the world’s first interactive 360° film for the launch of BMW’s first electric car, the BMW i3.

This takes the form of the ‘virtual test-drive’, an interactive film for smartphone and tablets shot by Emmy Award-winning director, Jason Zada. The short film [a trailer for which can been seen above] invites users to assume the position of driver and supporting actor in a fast-paced race to save the world. Shot in 360 degrees and using 360 degree sound, the film allows the user to explore a fully immersive environment and interact with the action.

Below, Zada talks about his association with the project, how he brought it to life and what the application of 360 degree filming could mean for the advertising industry.

What did you think when you saw the initial script/idea for this project?

When I first got involved with the project, the agency had a brilliant concept of test driving the new BMW i3 in 360 degrees. We knew that we had to put a layer of storytelling on the test drive that compelled someone to spend 3 – 10 minutes with the car, so we began working on scripts.  

What attracted you to the project in the first place?

I had been researching and playing around with 360 degree cameras for years. When this project came around, I felt like with some great storytelling, a sexy brand, and using all the bells and whistles of mobile devices, we could create something really unique. 

Did you immediately know how you wanted to approach it?

Actually, yes. I have played video games all my life and wanted to create a live-action, video game-like experience. We shot the two types of video that had to be seamless integrated together; the 360 in-car footage and the cinematic "cut scenes" between those interactive moments. 

At what stage did the agency get you involved in the process?

Pretty early on. We collaborated very closely on the script, pre-production and everything through to the launch of the app. The agency was incredible at really trusting the process and helping push this to always big more and more innovative. 

Had you worked on anything like this before?

I have always been attracted to working on storytelling projects using technology as a way of enhancing the story. I have done similar projects, but never something this ambitious with filmed content that comes to life in an app. It was really the perfect project for me because it came to life is such an interesting way and really utilised a lot of my favourite things about storytelling. 

What was the hardest part about shooting this?

We shot on some of the warmest days in Madrid and on some of the busiest streets in Madrid. Shooting 360 degrees is a logistical nightmare. The camera sees everything, which is both exciting, but very challenging. Our actor and stunt driver had to be isolated in a car, all by themselves, as we followed from far behind. There were a lot of limitations on what we were able to do with the car as well, since only a few existed in the world and technically it didn't exist yet. Personally, I like a lot of challenges, [and] it created a fun and dynamic environment in which everyone really was able to do their best work. 

Do you think that technology like this will become a more prevalent feature in commercials?

I think that this app is going to really open people's eyes to the power to telling a compelling story using 360 degrees, as well as using some of the features of the mobile device that we all carry around with us, everywhere. The film is eight minutes long, but time flies by as you race to the end. I hope that more brands and agencies will generate content versus advertising, because it's so extremely powerful when done right.

Do you think that commercials are now vying for attention alongside other forms of entertainment such as gaming/drama etc?

People don't necessarily like to watch commercials. This is an action film that happens to use the brand new i3 as a star throughout. It's the equivalent of sixteen 30 second TV spots wrapped in one cool app. Since this interactive film feels a little like a game, I think it really blends a lot of different forms of entertainment into one app. 

What are you working on next?

I am in Atlanta shooting a very fun piece of work that will come out shortly before Halloween. I also fly off to Melbourne to shoot a really incredible interactive campaign that will also launch in the middle of October as well. 

The new smartphone and tablet app was developed as a native app and is available on both Apple and Android platforms; search 'BMW i'.