In this hard-charging brand film for BMW China, Hornet Director Ariel Costa explores the "History of Horsepower." With masterful collage and over 80 unique mixed media shots, the minute-long spot packs a bilateral punch between the literal and delightfully exaggerated. In Ariel's words, "I wanted to make sure that we could represent BMW’S past, present, and future living in the same timeline—all infused with beautiful Chinese culture. I planned the whole piece as if it were a book full of contrasts, combining vintage and modern elements. We ended up creating over 80 shots with diverse styles but the same storyline."
Director Ariel Costa
Production Company Final Frontier
Executive Producers Chris Colman, Gustavo Karam, Julieta Zajaczkowski
Project Managers Angeles Blasco, Yanyie Tran
Production Assistant Yeeman Lin
Design Galuh Indri, Martin Busacca, Malena de Luca, Ariel Costa, Leandro Chaman, francisco baudizzone, Juan Dellacha
Animation Lio Skliar, Lucas Barrios, Maks Fede, Nico Agarzua, Matias Lavarello, Ariel Costa
Music for client version
Music Production Company Cachorro Loco
Music Composer Facundo Capece
Sound Design Lola Richte
Music for Director’s Cut Thorsen - Next Level
Ariel Costa (AKA, Blink My Brain) is an Emmy award-winning animation and mixed media creative director with over 14 years experience in the Motion Graphics industry. Born in Brazil and based in LA, Ariel has developed an aesthetic that is truly one of a kind: a hybrid of analog and digital collage, mixed media, and motion graphics with a tactile touch.
He has a range in his voice that can do edgy music video stuff one moment, then New York Times and Vox explainer content the next. But his style is also more than just purely design. He weaves in narrative on top of this, with strong metaphors, both unexpected and intentional.
Over the years, Ariel has worked with big brands, small brands, world-renowned musicians, and major media companies, including Marvel Animation, Spotify, Adidas, Warner, Netflix, The New York Times, Facebook, Red Hot Chili Peppers, Led Zeppelin, and Panic at the Disco. His portfolio is brimming to the edge with prestige and overflowing with one-of-a-kind panache.
In terms of process, Ariel incorporates equal parts delicate touch and painstaking sheer will. Most of the time, he shoots everything himself. He has his own studio where he’ll take very specific photos of what he wants—a head tilted at a 45 degree angle, a hand holding a glass with just the right grip—and then use this bank of images to piece together projects like a refined puzzle.
Ariel treats each project with more than just creative wit and technical expertise. For him, it’s personal. He loves mixed media and collage from the bottom of his heart—and it shows in his work. Whether creating elegant collages for high fashion brands, or liquid graphics for high profile musicians, Ariel’s work is always clean, crafty, and full of captivating contrast.