Serviceplan, Munich was asked by BMW to develop a billboard idea for the BMW M3 Coupe. The billboard was to be placed in the hamburg airport, and the format was anything but normal. The size of the space was approximately 7 feet by 165 feet, which tends to challenge the basic rules of composition and flow.
Serviceplan, working with the idea that the M3 is a car that exceeds the limits of a normal automobile decided to create a headline out of half letters. The letter forms were completed in the reflection of the polished floor below; which allowed them to double their vertical design space, and get more attention from passers-by.