REVIEW: The Hire [2001-2002]

“BMW recommends that you always wear your seatbelt” After watching the Parallel Lines series, my desire to revisit BMW’s The Hire was too much to contain. This thing was a cultural phenomenon, doing what no one had ever done, with a medium still untested at the time. Back in 2001, households across America were still learning about the internet; installing their dial-up connections to surf for mostly news articles and sites without too many images for quick access. Looking to tap into a market that could target its demographic of…

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