Benedict Redgrove :: BMW i3

One day, the idea of cars driven by electric motors will become routine. When they do, BMW clearly plan to be at the helm of this new vangaurd. And while the i3 teaser ads (complete with ‘subversive’ flashing type) caught our attention, though the subsequent advert was in truth, a pretty bland experience.

Bland though, is not an adjective that could ever be used to describe the work of Benedict Redgrove, whose new images of the BMW i3 in production come complete with all the depth and polish of an advertising shoot. But of course, the process, particularly with regard to the positioning of flagship product, is the advertising. Duh.

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