This was a branding assignment for MINI. We created a new form of interactive fiction to help start an urban legend. It’s based on a character named Colin Mayhew who, hoping to make roadways safer, starts building a huge humanoid robot from parts of MINI Coopers. We created a world that spanned the interactive and traditional space: A viral website that documented Mayhew’s progress in building the robot and videos of tests.

A book titled Men of Metal, Eyewitness Accounts of Humanoid Robots, an investigation of sightings around Oxford. And additional websites that added to and extended the MINI robot legend.