BMW M — The M Clubhouse IAA 2025
“An animated installation, brought to life through CGI.”
BMW Group
FOOH Advertising
To promote the BMW M Clubhouse during IAA Mobility 2025, a large-scale digital banner was brought to life against Munich’s urban landscape. Suspended from a bridge overlooking the river, the animated installation dramatically unfurls to reveal the event’s visual identity, creating an unexpected brand moment within a real-world setting.
“A creative way to showcase
the potential of FOOH."
Commissioned through Liganova MaSH! for BMW M, the project involved creating and integrating a fully CGI-animated banner into live-action footage captured on location. Careful attention to perspective, lighting, fabric movement and compositing allowed the digital installation to blend naturally into its surroundings, creating the convincing illusion of a physical installation.
The result is a striking FOOH advertising sequence that transforms an everyday urban environment into a memorable promotional experience for BMW M.
