BMW was launching a new car - the BMW M4. BMW Ms are high performance cars with a very loyal fan base. We decide to do more than just add the M4 to the lineup, we decided to initiate it into the family. We planned the launch around Bimmerfest - BMW fans’ annual gathering. An email campaign invited fans to be a part of the shoot, and 37 brave BMW owners were selected to have their Ms be in a one of a kind race course. In return they were invited to witness the first ever “M Initiation” and they got their names in the credits of the film. The film revealed the M4 to the world on social media. And, once the dealers saw it, they requested a version to air on TV.