Each Edition had a unique look. A new district paint colour, gold rims, iconic break lights, electric charging, go-faster stripes or bespoke textures and colour ways. Rather than doing the usual ‘Mini spot’ with a happy-go-lucky 20 something, zipping around the city with her eclectic group friends. We created something that really celebrated the car, and the reasons people were buying it. The spots were tactile and made-for social. They also saved a fortune in production, as we didn’t have to lock down the streets for a shoot. As everything was created in 3D, with every moment considered to show a different detail and to feel really ‘MINI’. The idea, was the craft.

The launch film celebrated the 3 Mini Editions but was designed to cut-down into hundreds of pieces for a diverse range of markets. As well as a huge range of assets from website headers to insta carousels. Even though it did launch the campaign I haven’t put the film first, as it’s the short form assets I am most proud of. You can see it below.