GS&P brings us The Remarkable Journey of the BMW X5


By thesanfranciscoegotist / /

What happens when you drive a BMW X5 straight off the production line in South Carolina, across 11 states for more than 3,000 miles to the LA Auto Show, in as straight a line as possible? BMW and Goodby Silverstein & Partners wanted to find out.

They recruited Matt Mullins—former NASCAR racer and chief driving instructor at the BMW Performance Driving School— and filmed a 90-second piece shot exclusively for the LA Auto Show presentation. The film mixes real moments from the journey with preplanned scenes that follow the basic rule of the project—to try to never deviate more than 10 miles north or south from a straight line.


Ad Agency: Goodby Silverstein & Partners

Client: BMW

Title of Creative Work: X5 Journey

Live Date: November 29, 2018


VP of Marketing at BMW North America: Trudy Hardy

Head of Brand Strategy and Communication BMW of North America: Wolfgang Gross

National Marketing Manager: Lisa Judge

Senior Brand and Communications: Kirsten Zayas

Chief Driving Instructor BMW Performance Driving School: Matt Mullins


Co-Chairman: Rich Silverstein

Creative Director: Roger Baran

Creative Director: Jack Woodworth

Copywriter: Otto Pajunk

Art Director: Ricardo Matos

Copywriter: Claire Stokes

Art Director: Maria Sousa Machado


Director of Broadcast Production: Tod Puckett

Executive Producer: Benton Roman

Senior Producer: Tess Kenner

Account Services

Group Account Director: Theo Abel

Account Director: Alissa Sheely

Account Director: Clark Gieseke

Account Manager: Jacob Stitzel


Group Communications Strategy Director: Dong Kim

Director of Communications: Meredith Vellines

Senior Brand Strategist: Mackenzie Beer

Business Affairs

Director of Business Affairs: Judy Ybarra

Senior Business Afffairs Manager: Chrissy Shearer

Production Company

Company Name: M ss ng P eces

Director: Jonny Mass

Producer: Clint Caluory

Director of Photography : Jared Fadel

Still Photography : Jonny Mass


Editor: David Becker

Assistant Editor: Steven Castro

Executive Producer: Luke Dillon

Director of eLevel: Michael Damiani

Sound Design: Dave Baker and Paul Simmans

Mix: Dave Baker and Paul Simmans

Motion Graphics

Technical Director: Nathan Shipley

Finishing/VFX Production

Company name: The Mill

Executive Producer: Anastasia Von Rahl

Producer: Andrew Gilson

Coordinator: Mary Mondrus

2D Lead Artist: Adam Lambert

2D Artists: Jeff Langlois / Patrick Dirks

Colorist: Adam Lambert

Senior Color Producer: Liza Kerlin

Color Assists: Gemma Parr / Logan Highlen / Zack Wilpon


  1. Ralph December 3, 2018

    i want to see the actual map of the route.

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