BMW in Chinese is “宝马” (bao-ma). It originally means “precious horse” but due to BMW’s popularity, every time you input the characters “宝马” into an AI translator it translates to “BMW”.

For example '招财进宝马到成功' should read “Wishing you fortune and success” but in the clumsy hands of an AI translator it is interpreted as the nonsensical sentence “Lucky money into BMW to success”.

Real Good was asked to create a campaign that visually represented these translation errors.

The campaign showcases a progression of increasingly absurd AI translation errors through a series of vignettes. 

For instance, "一匹宝⻢在奔跑" which should translate to "A precious horse is running", is wrongly translated by the AI as "A BMW is running"

“祝你宝⻢雕⻋香满路” is a line from a classic poem by Xin Qiji. 

However, when input into an AI translator the english output was “I wish you a BMW carving car”.

In order to contrast the uncanny robotic tone of the AI translation errors, we chose to create a home-made feel for the scenes we filmed. We relied primarily on practical, in-camera effects. This approach embraced human error and lead to strange and funny moments that would have been impossible to plan for.

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BMW China

Client

Real Good Studio

Production

Jonah Gabriel

Directors

Pablo Rochat

Daniel Oramas

Director of Photography

Dalton Morris

Production Designer

Sarah Nakhle-Cerruti

Costume Designer

RJ Paganini

Editor

Sam Hochman

VFX Supervisor

Rachel Kim

Designer

Tom Goulet

Animator

Peter Caires

Rodrigo Hernandez

VFX Artist

Hwanhui Lee

Barney Dwyer

Audio Engineer

Translating Joy

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For Drake’s Knife Talk video, we combined new and old techniques, like compositing, machine learning and frame by frame animation, to have every character lip-sync the song.  

Some behind the scenes and making of the video:

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Drake

Director

Post production

Knife Talk (ft. 21 Savage, Project Pat)

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For the reboot of everyone’s favorite 90’s slasher film "Scream" Paramount asked for our help with a social campaign. We pushed off the central role landlines played in the original film and brought the franchise into the digital era by eerily transforming a smartphone UI into Ghostface’s iconic mask.

Paramount Pictures

Agency

(2022)

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Mike’s Hard Lemonade wanted to raise awareness for a new flavour launched during the pandemic, but we couldn’t shoot anything for the campaign. So we leaned into the constraint – we took a low-fi copy and paste approach, combining a popular meme personality, cliché stock imagery and straight forward narration. 

Mike's Hard Lemonade

FCB NY

No Yada Yada

In China, BMW translates to ‘precious horse, or “ma,” and the word for tiger is “hu.” When you put them together, “ma ma hu hu,” it means don’t be too serious. So we created silly and playful content that based on that translation.

The campaign launched with a :90 on broadcast, a :15 on social media, and was supported by DOOH and unique content that included gifs, stickers, emojis and ringtones.

To celebrate the Year of The Tiger, BMW wanted a campaign that sparked joy and connected the brand to the holiday in a fun and clever way. 

After two weeks, the video had been viewed over 220M views on social channels, becoming the most viewed and engaged with content for the brand, ever.

It was an incredibly successful campaign for BMW that went on to win Gold at Cannes in the Social & Influencer category.

Creative Director

Art Director

BRTHR

Editing

Tomás Tomás

Music

Featured Artists

Conner Griffith

Christopher Rutledge

Loulou João

Alexandre Louvenaz

Kensuke Koike

Mike Manor

Sarah Hopp

Danaé Gosset

Tina Nawrocki

Blunt Action

Nathan Motzko

2D Animation

Mackenzie Katz

Yasmin Islas

3D Animation

Rodrigo Hernández

Josh Burke

Mikey Kelly

Subin Krishna

Danesh Taraporevala

Leah Maldonado

Design

Zak Tebbal

Bingbing Zhang

Suzie Komza

Rosa Palmeri

Producer

Anne-Marie Halovanic

Nothing but Sheer Joy

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The social campaign, landing page and in-app messaging were designed to connect the new payment system with the brand’s existing Discover feature, but Real Good pushed both into a more modern and digital realm.

To launch their new payment service on e-commerce sites, Cash App partnered with merchants like Savage x Fenty, Finish Line and Asos to offer exclusive deals to users. 

Real Good Studio was brought into the project during creative development to create every digital touchpoint of a social media campaign, a landing page on the brand’s website as well as in-app messaging.

Cash App

Animation Director

3D Team

Jordan Speer

Michael Swearingen

Macy Eiesland

Jason Scheuermann

Finn Donnelly

Cash App Pay Launch

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To build hype for Season 5 of The Eric Andre Show and to connect with fans we played into inside jokes from the show.

We created a fake ad for Lexivan, a fake pharmaceutical product seen throughout the season, we replaced classical art in the Louvre with “Hector”, the sign that hangs behind Andre’s desk, and we created other unique content that would be appreciated by fans of the show.

To give the campaign an interactive element, we also created a filter for Instagram that allowed fans to create their own 15 second episode of the show, where they could experience being both host and guest. 

Adult Swim

(Season 5)

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Nike needed a way to break up segments in their Nike PLAYlist YouTube series, an entertaining game show featuring top-notch athletes, so we created a series of playful non sequiturs with colorful graphics to complement the fun and silly themes of the show.

Nike

PLAYlist

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To promote Season 5 of Rick and Morty, Adult Swim asked us to create unique and original content for social platforms.

We leaned into the absurdity of the show with a fake news report of a UFO sighting (spoiler: it’s Rick and Morty), a frame-by-frame stop motion bumper animation with handmade paper craft puppets and props, and tutorials showing fans silly ways to recreate their favorite characters at home.

To further engage fans and amplify the campaign we created the first official Rick and Morty filter, allowing fans to become Rick and Morty and create their own Rick and Morty scenes.

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To promote Season 2 of Tuca and Bertie, Adult Swim asked us to create unique and original content for social platforms.

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Real Good Stuio

(Season 2)

When promoting the long-awaited "Jackass Forever" release, Paramount wanted their social campaign to stand apart from the film’s trailers.

We stayed true to the theme of the franchise by reintroducing the cast (old and new) with original content not included in the trailers, and then invited fans to participate in the film’s stunts with filters for Instagram.

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To launch Balenciaga’s Track Clear Sole sneaker and accompanying activewear collection in China we combined high-fashion and lo-fi compositing to create content for social media, print and POS.

Balenciaga

Track Clear Sole launch

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Magnolia Pictures asked for our help in promoting the feature length documentary "Some Kind of Heaven" directed by Lance Oppenheim and produced by Darren Aronofsky and The New York Times.

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The film profiles fascinating residents in their sunset years at The Villages, a premier retirement community in Florida. Building off of the energy and eccentricity of these stand-out characters, we curated a poster series with well-known and up-and-coming artists. The result is both simple and highly stylized artistic renderings that are as pleasantly surprising as the film itself. 

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Magnolia Pictures

(2020)

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To bring Netflix into the social space and give the brand more of an identity, our idea was both clever and silly: create a filter that rearranged users facial features to make them look like the Netflix “Who’s watching?” icon.