In the context of the new creation of the "motion design style" for BMW, we spent a lot of time thinking about a meaningful and emotional use. How can you use motion design further than a 16:9 film? And at the same time combine it with modern technologies like Augmented Reality? The result: a fifteen-minute motion design, music and sound design dramaturgy that was complemented by an interactive "augmented reality moment". This unique constellation contributed to a very special atmosphere. For BMW and an automotive corporation, this was definitely a very unusual way to go.