To launch the new Editions of the MINI range we created a campaign highlighting all the unique features of each car, presented in bespoke and unexpected CGI worlds.

Each film brings to life a different aspect of the car, its personality and the embodiment of what it’s like to drive.

The cars are exploded, inflated, poured, barked, electrified, twisted in a ways that break all category norms.

The outcome was 19 bespoke scripts across 3 cars, executed in a way as individual as the Editions themselves.