For the BMW marketing campaign Intelligent Personal Assistants, BMW teamed up with the one and only Mona Lisa – for which the perhaps most famous work of art in the world was displayed on an enormous interactive video screen on the square in front of Paris' Center Pompidou where the usually mildly knowing and smiling Mona Lisa patiently answered the questions of passers-by in three different languages – including facial expressions and gestures. Felix WITTICH c/o JULIA WALDMANN was commissioned to capture the effect on the passers-by. We have his live documentary for you here on GoSee.
Mona Lisa is used as part of BMW's advertising campaign for the Intelligent Personal Assistant, which will be along for the ride as a "digital passenger" in several BMW models come March 2019. According to BMW, the assistant assists the driver in operating the vehicle by controlling vehicle functions on demand. For instance, when the AI is told "Hey BMW, I'm cold", it adjusts the temperature in the vehicle. Plus, it can respond to demands such as "How does the High-Beam Assist system work?", explain product features of the car, help to find a parking space, and take care of drousiness and well-being of the driver with a revitalization program using light, temperature and music effects against tiredness.
"With the Mona Lisa installation, we have managed to transport an icon of world culture into the 21st century and by doing so give the BMW Intelligent Personal Assistant a stage with worldwide appeal," says Stefan Ponikva, Head of BMW Brand Experience Shows & Events. "The result is a striking symbol of how innovative connectivity features and language assistants are transforming our world and human-machine interaction." The campaign was supported by Jung von Matt/Next Alster. See the spot for the event here: youtube.com/watch
BAUWENS, that's 'new space for individual living and working'. "Since 1873, real estate and complex construction have been our passion. Innovation is our motor. We develop, design, build and operate homes for living, working and shopping." says BAUWENS. The new campaign was photographed by Ruben RIERMEIER c/o JULIA WALDMANN for the agency Crolla Lowis with Creative Director Sabine Kirchmeyer. Styling: Doreen REGEL c/o BASICS Berlin. bauwens.de
Ruben RIERMEIER c/o JULIA WALDMANN photographed motifs full of atmosphere for H&M Germany with model Sofia Tsakiridou in Hamburg. The photos are used for social media. Styling: Ella Josephine Ebsen, hair & make-up: Florian Florino.
Stefan THURMANN c/o JULIA WALDMANN photographed the food stills for the BEEF! cookbook 'Cuts'. Foodstyling was taken care of by Raik Holst.
For MOLITOR, Gian Paul LOZZA c/o JULIA WALDMANN was commissioned by Swiss creative team Ratatat. And for SPORT magazine, he photographed Canadian hockey player Kevin Klein.
Photographer Lena BURMANN is now represented by JULIA WALDMANN. We have Lena's fashion spread 'Last Days of Summer' for you which was published in PEPPERMYNTA.