Shot entirely on an iPhone in the height of lockdown, this spot features the real family of director Logan Roos of directing duo The Roos Brothers. The creative was born at Goodby Silverstein & Partners San Francisco as a play on the classic BMW tagline: the ultimate driving machine. The idea was actually based on the real experience of agency Goodby Silverstein & Partners' Creative Director Wes Phelan. “The idea was actually born in my garage more than a month ago. With movie theaters closed and daily life getting pretty monotonous, I thought it would be nice to surprise my wife with our own little personalized drive-in-movie date,” said Phelan in a statement. “With the resurgence of drive-in cinema and the heartfelt nature of the piece, BMW was quick to see the vision,” added Matt Edwards, Phelan’s partner and fellow creative director. “And from there, it was just a simple case of art imitating life.” The film was then made by Greenpoint Pictures director Logan Roos, filming remotely, with all interactions between the client, the agency and the director taking place only via email and Zoom check-ins. “There were definitely a lot of hurdles, but shooting with only my wife and daughter made it safe, and in the end, I think it allowed the film to feel truly authentic with an inescapable homemade touch to it,” said Roos.
Not to be mistaken for a boy band (sorry Jonas Brothers), Josh and Logan Roos’ distinct body of work spans across short films, branded series, and broadcast spots. From early collaborations, The Roos Brothers developed an ability to intimately craft human stories in a way that pushes both the emotional depth and visual bounds of real life, revealing the extraordinary in the ordinary. The duo’s differing backgrounds form a natural one-two punch — Logan’s roots in cinematography and editing brings a trademark look to their work, while Josh calls upon his background in writing and visual design to strengthen each story they craft. The Roos Brothers have completed numerous short films — including Vimeo Staff Pick aRm1, which has been recognized as a Webby Award honoree for editing. Their commercial series for Rocky Mountain Health has picked up multiple Webby Award noms and was both an official 2018 Brand Film Fest and 2018 Mountainfilm selection. They have worked with brand clients including Nike, Adidas, Reebok, Coca-Cola, and the NHL.