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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REVIEW: Parallel Lines [2010]

“Five very different films. One piece of dialogue” Bravo Phillips for coming up with one of the best marketing maneuvers I’ve seen this side of BMW, (I still love The Hire and have the DVD). Not only did they commission five short films to comprise Parallel Lines, helping showcase their new Cinema 21:9 LCD TV, they put a very specific constraint on the project. The directors involved—commercial and music video auteurs—could create whatever their heart desired, in whatever medium from live action to animation, yet they had to use the…

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