MINI
MINI Electric Insiders SOCIAL FILMS
If you want to know what it’s REALLY like to switch to MINI Electric, you don’t want actors fed lines directly from people like me. You want it from the horse’s mouth. The real people out there behind the wheel are the only ones who can believably bust the myths on electric. But this made for a real challenge - finding authentic drivers who were interesting but not too interesting… with an easy-going confidence, not a this-is-my-Hollywood-break kinda attitude.
This was my first shoot as a hybrid creative, acting as both writer and art director. There’s a load of cut down films, but here’s the combo, featuring all three Insiders.
This is how we MINI BRAND PLATFORM
MINI wanted a big ol over-arching platform line that leaned heavily into their ‘no one does it like us’ attitude and worked across all their social campaigns. With that 90’s inspiration from Montell Jordan, This is how we MINI went down a storm, with the legs to roll over every asset – from a fully-immersive social first experience at Goodwood’s Festival of Speed, to a campaign where we distilled the MINI spirit in to a series of fun mottos that playfully captured the brand’s essence.
MINI LIVE! SCRIPTED BROADCAST
MINI wanted to experiment with a fresh way to get people closer than ever to the biggest-ever MINI Countryman. Working with auto journalists/presenters Amanda Stretton and Jonny Smith, I scripted a live broadcast where fans could get up close and personal with the car in a brand new way. Viewer interactions were woven playfully into the production, meaning 85% of eyeballs watched this interactive shopping experience all the way through.
