BMW Middle East

Forwardism comes home

Agency: Serviceplan Middle East


In 2022, automotive giant BMW Group has forged a global partnership with Emirates Global Aluminium, the UAE’s largest industrial company outside the oil and gas sector, to be the first customer for its new CelestiAL aluminum. The first of its kind, this aluminum is locally produced using solar power generated at the Mohammed Bin Rashid Al Maktoum Solar Park. The ‘Forwardism’ film premiered during December 2022 at private screenings across the Middle East, attended by BMW’s VIP clientele and key stakeholders.

Serviceplan Middle East worked closely with BMW during a 6-month period to bring the creative idea for the ‘Forwardism’ campaign to life.

In an electrified vehicle, CO2 emissions from the use phase are much lower, but producing battery cells or aluminium is extremely energy-intensive. The BMW Group not only wants to stop this trend, but also reverse it – and even lower CO2 emissions per vehicle by 20% from 2019 levels.

This professional campaign titled 'Forwardism comes home' was published in United Arab Emirates in January, 2023. It was created for the brand: BMW Middle East, by ad agency: Serviceplan Middle East. This Film medium campaign is related to the Automotive industry and contains 1 media asset. It was submitted about 1 year ago.


AGENCY: Serviceplan Middle East

Manager Partners:
Rami Hmadeh
Natalie Shardan
Azhar Siddiqui

Head of Strategy:
Frances Valerie Bonifacio

Worldwide Executive Creative Director:
Jason Romeyko

Chief Creative Office:
Akhilesh Bagri

Creative Directors:
André Couto
Saleh Elghatit
Natalie Shardan

Art Directors:
Yasir Ali Baloshi
Kenneth Barnes
Kunal Gagwani

Aashna Gopalkrishnan
Zein Sadedin
Karim Mroueh

Business Director
Karim Mroueh

Account Manager
Saed Shaka

Account Executive
Tania Zebian

International Communications Officer, Serviceplan Group
Lee Sharrock

Head of Marketing:
Ali Kherallah

Marketing Communications Manager:
Mariam Al Rousan


Production Company: Boomtown Productions
Executive Producer: Shane Martin
Producer: Pratixa Shah
Director: William Armstrong
DOP: Deo Van Zyl
Post Producer: Mannu Singh
Editor: Neda Ahmed
VFX: Eighty4 Barcelona
VFX Supervisor: Nicolas Martinez
VFX EP: Olaia Casal
VFX Producer: Viviana Nino
Colorist: Marc Insa (Eighty4)
Music: Anders Vesterdahl (10db Denmark)
Sound Design: Niko Henttonen (ElCamino Helsinki)
Production Coordinator: Haider El Saabi
Production Coordinator: Karim Hamade
Production Coordinator: Kim Mantua
Production Assistant: Xerxes Cloud Leisher
1st AD: George Cassab
1st AC: Srinivas Kusuma
2nd AC Main Cam: Nasar Abdul Kader
Qatar Line Production: Resolution Films
KSA Line Production: LetterGray, Riyadh
DIT: Asker Afaunov
Aerial Coordinator: Hatim Saleh
Art Director: Preet Kalra
Wardrobe Stylist: Kamal Farjallah
Hair & MakeUp: Kat Allen
Location Manager: Matteo Granziol
Unit Manager: Gayan Gurusinghe


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