BMW Reveal 7 Series with Serviceplan Middle East Campaign ‘Forwardism Comes Home’

In 2022, automotive giant BMW Group has forged a global partnership with Emirates Global Aluminium, the UAE’s largest industrial company outside the oil and gas sector, to be the first customer for its new CelestiAL aluminum. The first of its kind, this aluminum is locally produced using solar power generated at the Mohammed Bin Rashid Al Maktoum Solar Park. The ‘Forwardism’ film premiered during December 2022 at private screenings across the Middle East, attended by BMW’s VIP clientele and key stakeholders.

Serviceplan Middle East worked closely with BMW during a 6-month period to bring the creative idea for the ‘Forwardism’ campaign to life.

Serviceplan Middle East Creative Director André Couto commented:

“It’s not every day that we have the chance to create a film that breaks the conventional imagery of automotive ads. Instead of talking about horsepower, engines and driving technologies, we chose to highlight the genesis of the car and its materials – it’s a matter of great prestige that BMW Group uses aluminium that is sourced here in the Middle East and produced using solar power. It was this historic partnership that inspired us to create this film and tell this story.”

In an electrified vehicle, CO2 emissions from the use phase are much lower, but producing battery cells or aluminium is extremely energy-intensive. The BMW Group not only wants to stop this trend, but also reverse it – and even lower CO2 emissions per vehicle by 20% from 2019 levels.

BMW Group are targeting a 5% reduction in global CO2 use-phase emissions by 2030 and 40% reduction in CO2 emissions during the entire life cycle of a vehicle. Rethinking how they source and use energy is crucial to achieve such ambitious targets. Since 2019, 100 percent of electricity used for BMW Group’s Plants worldwide has been from renewable energy sources. This also includes the ground-breaking partnership with Emirates Global Aluminium (EGA), who provided BMW with aluminium using solar power. In 2021, 100 percent of solar aluminium produced by EGA was sourced exclusively to BMW Group.

Aluminum is lightweight, strong and infinitely recyclable, and that is why it has an important role to play in developing a more sustainable society and making modern life possible. One key example of this is by improving the efficiency of vehicles through reducing their weight. But it also matters how sustainably aluminum is made. Solar aluminum is a step forward — it uses a natural and abundant source of energy in the desert environment to make a metal that is vital to our planet’s future.

This milestone move is expected to reduce BMW Group’s carbon dioxide emissions by approximately 2.5 million tonnes over a 10-year period.

The new 7 signals a new era of automotive excellence for a more environmentally-aware era. Made from aluminium sustainably sourced from the Middle East, the BMW 7 Series Sedan is inspired by a vision for the future that brings together pure elegance and multisensory entertainment, resulting in an absolute premium driving experience incorporating;

  • Welcoming scenario “Great Entrance Moments”
  • Crystal headlights and illuminated BMW “Iconic Glow” kidney grille
  • Luxurious lounge atmosphere in the interior with individual My Modes
  • Cinema experience on 31.3” Theatre Screen in the rear passenger compartment


AGENCY: Serviceplan Middle East

Manager Partners:

Rami Hmadeh

Natalie Shardan

Azhar Siddiqui

Head of Strategy:

Frances Valerie Bonifacio

Worldwide Executive Creative Director:

Jason Romeyko

Chief Creative Office:

Akhilesh Bagri

Creative Directors:

André Couto

Saleh Elghatit
Natalie Shardan

Art Directors:

Yasir Ali Baloshi

Kenneth Barnes

Kunal Gagwani


Aashna Gopalkrishnan

Zein Sadedin
Karim Mroueh

Business Director

Karim Mroueh

Account Manager

Saed Shaka

Account Executive

Tania Zebian

International Communications Officer, Serviceplan Group 

Lee Sharrock


Head of Marketing:
Ali Kherallah

Marketing Communications Manager:
Mariam Al Rousan


Production Company: Boomtown Productions

Executive Producer: Shane Martin

Producer: Pratixa Shah

Director: William Armstrong

DOP: Deo Van Zyl

Post Producer: Mannu Singh

Editor: Neda Ahmed

VFX: Eighty4 Barcelona

VFX Supervisor: Nicolas Martinez

VFX EP: Olaia Casal

VFX Producer: Viviana Nino

Colorist: Marc Insa (Eighty4)

Music: Anders Vesterdahl (10db Denmark)

Sound Design: Niko Henttonen (ElCamino Helsinki)

Production Coordinator: Haider El Saabi

Production Coordinator: Karim Hamade

Production Coordinator: Kim Mantua

Production Assistant: Xerxes Cloud Leisher

1st AD: George Cassab

1st AC: Srinivas Kusuma

2nd AC Main Cam: Nasar Abdul Kader

Qatar Line Production: Resolution Films

KSA Line Production: LetterGray, Riyadh

DIT: Asker Afaunov

Aerial Coordinator: Hatim Saleh

Art Director: Preet Kalra

Wardrobe Stylist: Kamal Farjallah

Hair & MakeUp: Kat Allen

Location Manager: Matteo Granziol

Unit Manager: Gayan Gurusinghe

Source: Serviceplan Middle East

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