As a company, we strongly believe that showing off our products is not only about carbon fiber itself. As marketing professionals, we understand the importance of building interest around our products in a certain way. Hence, we have known from the very beginning that our M3 Demo Car will have a surfing theme. The reason why the area was selected is because it represents a free, fun, and enjoyable way of life.
The first thing we had to do was get a proper surfing board, and there are tons of them out there. Because none of us are surfers, we had to learn the key words and know-how of surfing as quickly as possible to ensure we were making a right purchase. We went for Step-Up style board. It has an aggressive and pointy nose, matching the BMW G80 design. But getting a surfboard wasn't enough for us. As always it's all about the details. We painted it body color (toronto red) to get a sleek and harmonic shape when it's mounted on our car's roof. It wasn't as easy as it sounds. There's a rough top surface on surfing boards so you can grip them better. This kind of surface is every painter's nightmare. In order to achieve a mirror finish, the painters spent hours sanding it down over and over again to achieve the desired effect.
But properly painted and branded surfboard was just a begining of our trip. We had to solve a lot of problems before we could call the project done. It wasn't as easy as it appeared to place the surfboard on the roof. We needed a way to secure it at high speeds while keeping the surface safe from strap scratches. And since that was our demo car, everything had to look clean and tidy! We managed to get an excellent looking, not manufactured anymore, 10 year old BMW surfboardmounting set. Basically, there were two pairs of hooks you could slide into the roof rack rail. However, it wasn'tcompatible with the current Thule system. A few minor tweeks later, it looked stunning and was ready for use. There was a sensation as if a surfboard was glued to the roofrack without any mounting systems and at the same time it was extremely safe.
Having solved all technical issues, it was time to photograph our child of love with all the extras we'd been designing, collecting and installing. This type of project requires a lot of photography. Studio shots, pack shots, scenic photos, rolling shots, etc. Since it involves a large number of people, we started with studio shots. The pictures from this type of photoshoot may seem boring and dull, but they play a big role in presenting our products.
It was obvious that the next step was to get the car into the real scene. There is no doubt that this is a completely different task when compared to the studio shots. Unpredictable weather (in Poland) plays a major role here. Not only did we need sunny morning, but we also needed a beach where our M3 could be parked easily. It was a real challenge! We managed to find a great spot, open to the public but closed for traffic and over 500 kilometers from our office in Warsaw. Even so, we decided to take a chance, break few rules and make it our spot of the day. 
We all had a great deal of enthusiasm about this place as soon as we arrived there. Sadly, the weather wasn't on our side.We waited 3 days for the sun to come out from behind the clouds, but it was worth it. On the third day everything clicked! It was very early in the morning (5 am) so that we could avoid the crowds on the beach and get clear shots of the picturesque sunrise in the background without any tourists around. Even the local police didn't give us any grief for driving through a closed area. After they learned about our efforts to get these shots, they left us without ticket and another 60 minutes to shoot. 
As for the final result, we strongly believe it's better than we could have ever expected, but let the pictures speak for themselves:
