Joshua Davis Sets a New Pace for BMW in Shanghai
There are as many ways to run as there are runners, each with their own goals, methods, and training. But when they come together to a race, like the Shanghai Marathon, each of those individuals is tested against each other and the details fall away. All that matters is the order they cross the finish line. Or is it? This year, BMW and Wieden + Kennedy Shanghai teamed up with Joshua Davis to give runners more than a finishing time. Instead, they created a data-visual experience that takes all the data collected over the course of the many miles (speed, pace, time, calories burned) and turned it into beautiful visualizations for the runners to take home (digitally, of course).
The Shanghai Marathon is the perfect opportunity for brands to speak to a captive audience of 30,000 runners, but BMW wanted to do more than just create a simple video to play for them. Joshua helped them create a series of visual cues that are as variable as the runners themselves. All manner of colored ribbons swoop, move, and twist with the data collected over the run, and turn into beautiful artwork thanks to Joshua’s ability to combine real-time data collection with captivating visuals. It’s no longer just about finishing times with BMW’s “Art of Energy” – it’s about the experience, and letting those hours of ephemeral sweat and effort turn into something that will live on in the digital space.