BMW – The Secret Life of Cars
This project was commissioned for BMW by Not Actual Size
When an oncoming car blinks its headlights, do you feel as though it just winked at you? Psychologists call this phenomenon “somatomorphism” one of the many explained in The Secret Life of Cars – a BMW media report designed by Fibre.
The anthropological study explains our behaviour around driving – for instance, why do car buyers place as much importance in cup holders as engine size? and how has sign language evolved between car drivers?
It’s a mix of anthropological observation, psychological explanation and BMW innovation, clearly presented by Fibre through photography, technical drawings and Raymond Biesinger illustration. Fibre also harnessed the power of Flickr to license images from real BMW owners around the world for photo-essays on the themes of weddings, cup holders and washing the car.
That eye-catching lenticular cover actually features two eyes – human on the front and automotive on the back. Tilt the book and they’ll wink at you too.