BMW Ignites Cannes with "The Calm"
A high-voltage short film starring Pom Klementieff, Uma Thurman, and the powerful BMW i7 M70 xDrive.
How do you capture the spotlight at Cannes?
As the official automotive partner of the 76th Cannes Film Festival, BMW needed more than just a logo on a red carpet — they needed a cultural moment that would resonate with the global film community and beyond.
Our task: create an activation that would spotlight BMW’s innovation, elegance and powerful spirit, and bring it to life in a way that suites Cannes Film Festival.
The Calm — a new kind of action film, starring the BMW i7
We partnered with BMW to activate their Cannes sponsorship through the launch of The Calm — a high-energy BMW Films production starring Pom Klementieff, Uma Thurman, and the fully electric BMW i7 M70 xDrive.
Directed by Sam Hargrave, executive produced by Joseph Kosinski, and scored by Hans Zimmer, The Calm merged Hollywood action with BMW’s future-facing vision. Our role: shape the launch around the emotional power of storytelling, positioning BMW as an authentic part of film culture at Cannes.
An invitation to experience BMW through cinema
To truly capture the excitement of Cannes, we didn’t just show up — we told a story. The Calm wasn’t just a film; it was an experience, blending innovation, elegance, and emotion into a thrilling seven minutes. Premiered at the heart of the festival, it brought BMW’s vision of mobility and storytelling together in a way only Cannes could inspire. Watch the film below.
A world premiere inside the BMW i7 Theatre Screen
For the premiere moment, we transformed BMW vehicles into private cinemas. Guests experienced The Calm in the backseat of the i7 M70 xDrive, using the Theatre Screen and Bowers & Wilkins Diamond Surround Sound system — turning the most powerful fully electric BMW into the ultimate screening room.
A bold statement that merged mobility, innovation, and emotion — right at the heart of Cannes.
Legacy meets Innovation at Cannes
Through our collaboration with BMW’s global brand and partnerships team, we helped bring BMW Films back to life for a new era — launching The Calm as a bold statement of innovation, emotion, and cinematic storytelling. By premiering at the heart of the Cannes Film Festival, BMW’s legacy in film was not only honored, but reimagined for a new generation of fans and creators.
S/o to all the real ones:
Talent:
Pom Klementieff | Uma Thurman
Partners:
Reset Content | Pacific
Director:
Sam Hargrave
Production:
Reset Content | Division Global | BMW Films
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