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    Terence Neale Directs “Option 2” For BMW, Goodby Silverstein & Partners

    By SHOOTUpdated:No Comments6022 Views

    Goodby Silverstein & Partners (GS&P) turned out a global campaign for BMW’s brand-new model, The 2 Series Gran Coupe. A prime component of the campaign is this :60 titled “Option 2” directed by Terence Neale of Park Pictures. The :60 champions those who live on their own terms, rejecting the conventional path i life. 

    Cast members were chosen for their boundary-pushing lifestyle: from artist trio Dear Ribane to electronic musician Merry Lamb Lamb. Even the music is unconventional; featuring a GQOM track by South African producer DJ Lag, created specifically for the piece.

    This is the first global BMW campaign by GS&P. Led by award-winning creative directors, Matt Edwards and Wes Phelan, who joined Goodby Silverstein in 2019 and also just launched Adobe’s “Creativity for all” campaign that ran on last night’s Academy Awards. Prior to GS&P, the pair numerous Cannes Lions for Adidas Originals, including the Grand Prix for “My Way.”

    According to Phelan, “Option 2 is a mindset that speaks to an audience striving to live life on their own terms.”

    Edwards added, “Culture has changed – you no longer need to wear a suit or work a 9-to-5 to own a BMW. Our film reflects that.”

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    Credits

    Client BMW Agency Goodby Silverstein & Partners, San Francisco Jeff Goodby, Rich Silverstein, co-founders/partners; Margaret Johnson, chief creative officer; Matt Edwards, Wes Phelan, creative directors; Jason Gan, art director; Clark Chamberlin, copywriter; Leila Gage, executive producer/director of production; Sara Ward, sr. producer; Daniel Chang, producer; Bonnie Wan, head of brand strategy; Kevin DeStefan, brand strategy director; Mackenzie Beer, brand strategist. Production Park Pictures Terence Neale, director; Khalid Mohtaseb, DP; Rozanne Rocha-Gray, producer; Scott Howard, exec producer. Editorial Work Editorial Rich Orrick, editor; Andrew Balasia, Chris O’Brien, producers; Marlo Baird, exec producer. Telecine Company 3 NY Tom Poole, colorist; Alexandra Lubrano, color producer. VFX/Finishing Blacksmith NY Charlotte Arnold, exec producer; Bindy St. Leger, sr. VFX producer; Sam Hencher, shoot supervisor; Iwan Zwarts, creative director; Daniel Morris, 2D lead; Tim Regan, Yebin Ahn, Jacob Coy, compositors; Nicholas Principe, After Effects artist. Music “Marching” by DJ Lag. DJ Lag, producer. Sound Design/Mix Sonic Union Steve Rosen, mixer/sound designer; Pat Sullivan, Nathanael Taylor, producers. Featured Artists Dear Ribane, Merry Lamb Lamb

    Media Type:Commercial: Television
    ScreenWork Categories:Commercial
    Video Tags:Park PicturesTerence Neale



    TDA Boulder, Director Michael Downing Tackle Banking Clichés In “No Nonsense” Campaign For First Interstate

    Thursday, August 27, 2026

    Indie ad agency TDA Boulder has unveiled “No Nonsense Banking,” its debut campaign for new client First Interstate Bank. The rolling launch runs through the end of the year, and spans across 10 states.

    The batch of spots includes this one titled “Every Step,” epitomizing a call to end the nonsense. “Every Step” opens on a couple experiencing life’s biggest moments (marriage proposal, first child, a kid learning to drive, and packing up for college). Each meaningful moment, though, has one odd addition: their banker is actually really there, experiencing those moments with them. The unexpected inclusion calls out the cliché that banks love to be with you every step of the way, even in life’s most intimate moments. The spot lands on the twist: First Interstate isn’t promising to be there for every step; just the ones that matter, with a straight answer and a real person on the other end.

    Michael Downing directed via The Sweetshop x Chirp Films.

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