FLUID LIGHT
BMW: ENGINEERING BEAUTY
A COLLABORATION OF JAVIER LOVERA & DEROOTED LABS

PROCESS

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"Collaborating with CONTACT Photography Festival, BMW invited four exciting Canadian photographers to take five hours and capture a new BMW using their own distinctive vision. The prints then became their latest collection for the BMW Art Auction benefiting the Air Canada Foundation. To highlight the aerodynamics, design and beauty of the BMW 6 Series, photographer Javier Lovera collaborated with Derooted Creative Agency, tapping into their Labs mapped projection expertise. Utilizing some of the latest software for live visual performance and mapping gave us an incredible amount of flexibility and precision. This resulted in five 41x31" archival photographs showcasing the engineering beauty of one of the most advanced automobiles in the BMW family."
"Javier was one of four photographers selected to participate and came to us to help visualize and showcase the aerodynamics and flow lines of the BMW 6 Coupe," says Derooted CEO Amir Ebrahimnia. Lovera would then photograph the results of the mapped projections on the car.

Photographing in the BMW University in Whitby, Ontario, Canada, with some of the latest software for live visual performance and mapping, the Derooted team was able to fine-tune everything with a high level of precision on the fly. "This gave us room to explore different content options while getting a real-time visual outcome instant creative gratification," says Derooted Creative Director Simón Rojas.

The resulting images are amazing, and more than a few visual effects stood out from this project. Achieving the ghosting of the car made it "fly," as if it was travelling at the speed of light. "Light is fluid, fast and intangible," Rojas says. "It's both reflected and absorbed, interacting differently with flat surfaces versus 3D objects. Add hurdles like key stoning, luminosity, light bleed and you have hours of geeking out in a blacked-out studio, feeling like a kid playing with toy cars and lights."

More than just a trend, this artistic development could well be the look of the future of advertising, as clients can now see their products in a truly different light.

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About Derooted

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Derooted is a boutique creative agency specializing in unique marketing concepts, branding and strategies for graphic, interactive and experiential initiatives. Clients include II x IV Design, Canada Basketball, Nike, BMW, Above Ground Art Supplies and Nelly Furtado's Nelstar Records. Touch base at Derooted Creative Agency : Toronto

About Lovera Motion + Photography

Colombian-born photographer Javier Lovera received his M.Sc. in Aerospace Engineering from Purdue University. He is at the cutting edge of developing and researching interactive and mapped projection-based photography. With a focus on fashion and advertising, Lovera's images have been featured in Elle Quebec, BULLETT, Nuvo, Zink, Filler, and Plaid magazines. Other clients include Cougar Boots, Blammo Worldwide, Adidas and Nike. Visit Fashion Photographer Javier Lovera : Toronto

VIDEOS

"Utilizing some of the latest software for live visual performance and mapping gave us an incredible amount of flexibility and precision. This resulted in five 41x31" archival photographs showcasing the engineering beauty of one of the most advanced automobiles in the BMW family."

Photo Gallery

A Collection of photos from the process