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


Robert Goldrich
Thursday, Feb. 13, 2020


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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.”


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

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