I was still a freelancer when this series began production in LA in 2001. I turned down a production job on Band of Brothers to go to NYC and begin work on this campaign as a coordinator. Over the next year, I worked directly with the directors in the office and on set. I learned a great deal about story concept, style, auteur theory, and production from legendary film directors - Wong Kar Wai, Ang Lee, the late John Frankenheimer, Alejandro Innaritu, Guy Ritchie, and others. The job would take me to some memorable shooting locations, including the Brooklyn Navy Yards in the dead of NYC winter, to the cane fields of Veracruz, Mexico. It has become another key experience that helped shape me and my producing style. The legendary campaign itself was an innovative marketing approach that collaborated with renowned filmmakers. Recognizing the growth of the internet set the stage for early adoption of online distribution and left a positive impact on sales and the BMW brand perception.