The X7 is rooted in premium qualities: Impressive size, versatile and agile driving characteristics, comfortable and spacious interior, elegant design language and powerful dynamics - all tailored to satisfy those seeking the ultimate in automotive engineering. 

We composed the music to represent the luxurious essence of the car and reflect it with an emotional drive, showcasing the X7 as a travel vehicle that can offer the same premium experience as a luxury train, bringing together the best of all worlds: Not tied to the railroad, the X7 can freely adventure into the great outdoors by choosing its own path. So for our music production team, the sound had to blend and manifest the grandeur and innovative trademark of the BMW brand, the authority of the new model, with the modern quality of an unparalleled driving experience.

The entire process, from initial request to pitch to actual delivery of the audio, took just five days. Serviceplan provided us with a music brief highlighting the key aspects of the brand's new model, along with a preliminary track that outlined the desired tempo, instrumentation and mood for the accompanying film. Inspired by these guidelines, the first two days were dedicated to creating harmonic progressions that seamlessly blended with the visuals and movement in the video. Our talented friend and singer-songwriter, David Lemaitre, joined us; his exceptional instrumental skills were vital to our creative process as we captured layers of various electric guitars, recorded bass guitar, synthesizers, piano, and incorporated some percussion over a programmed beat. In the final stages, we fused all these elements together and introduced some overdubs to the drums to add a contemporary touch.