As part of the launch of the BMW i3 , Mustard Films, Tool and WCRS have created the world’s first interactive 360° film: Become Electric. Directed by Jason Zada and designed for tablets and smartphones, the film acts as a virtual test drive in which people experience and learn about the car whilst taking part in a 360° action movie.

The clever combination of gaming, interactive film and advertising stems from BMW’s desire for their campaign to be as innovative as the i3 itself – BMW’s first electric car. Yet what’s also interesting is the harnessing of storytelling as a way to encourage deeper brand-engagement – much like Infiniti did with Deja View.