The First-Ever BMW X2: Because normal should never be ‘in style’. #TotallyUngovernable

Bmw x2 totally ungovernable | bmw commercial

You challenge the status quo. You colour around the check-boxes. You don’t fit in – you stand out. You were born to be #TotallyUngovernable. Just like the first-ever BMW X2.

Cape Town-based director Kyle Lewis, who recently signed to Egg Films for commercials representation, has released Ungovernable, a new ad for the first-ever BMW X2

OpenCo’s creative team of Kyle Schoeman and Nicola Sprawson invited Kyle to workshop the script with them. The piece is an ode to “those who tear normal up” – something Kyle’s become known for himself.

“BMW is a great example of why we’re so excited to represent Kyle for commercials,” says Colin Howard, Egg Films’ managing director. “Kyle is now getting opportunities to show his broader talent, with advertising as his main focus.”

Kyle thanked everyone he worked with on BMW, including producer Will Nicholson, DOP Willie Nel, editor Jade Bowyer (PostModern), stylist Nola Williams, art director Gerhard van Zyl and composer Tapiwa Musvosvi.

Having made his name as one of South Africa’s most acclaimed music video directors, Kyle transitioned seamlessly into advertising with Egg’s sister company, Arcade Content, where his instinct and flair for African youth culture has been in demand with everyone from Absolut to Nike to Volkswagen over the last three-and-a-half years. Recent advertising accolades include a Gold Loerie and Silver Bookmark and Apex awards.

Arcade Content will continue to represent Kyle for brand films and music videos; he’s represented in the UK by Black Dog Films – the music video arm of RSA Films (Ridley Scott & Associates), which also reps the likes of multiple Grammy and MTV VMA winner Jonas Akerlund.

Explore Kyle’s diverse reel

Credits:
Advertising Agency: OpenCo
Agency producer: Angela Cockburn
Creative director: Kyle Schoeman
Copywriter: Nicola Sprawson
Client service: Raphael Gaving
Production company: Egg Films
Director of photography: Willie Nel from Exposure Crew
Production producer: William Nicholson
Executive producer: Colin Howard
Post production co: Post Modern
Editor: Jade Bowyer
Colourist: Craig Simonetti
Music: Tapiwa Musvosvi
Wardrobe stylist: Nola Williams
Art director: Gerhard Van Zyl
Production manager: Laura d’Amore
Production co-ordinator: Tsholofelo Tselaemang
2nd camera DOP: Diego Ollivier
Sound designer: Sean Jefferis