Contemporary content production for MINI

“Single source of truth” and the digital twin. Guarantee of highly efficient content production for the entire MINI model portfolio to relaunch the digital brand identity.

Client: MINI
Agency: TRACK

Task

MINI is presenting a freshly redesigned model family and is synchronising the start of communication with the relaunch of the digital brand identity. As a result, new visual content was required for the entire product family. This ranged from stills and films to interactive product presentations and configurators. Fresh new looks and innovative interactive product presentations needed to be created alongside the purely technical implementation. A benchmark also needed to be set in terms of production speed and efficiency using a data-driven production approach. All geared towards one goal: taking the brand language to the next level with virtual shoots.

Implementation

All of the content was designed and produced in less than three months. The user journey for each content stream starts with artwork. Design highlights and vehicle features are presented by film as well as in a contemporary way via scroll animations and interactive assets. The user journey then ends with a configurator. With high-resolution 4K visualisations, it offers an opportunity to customise each model however the user wishes with the full depth of configuration options. The user also has the chance via explanatory films to delve deeper into driver assistance systems and digital services that require further explanation.

All of the content is displayed in a device-specific manner and guarantees a stunning presentation in any format. Whether classic 16:9 widescreen for desktop or 1:1 square for mobile and social media.

Result

Seven MINI models, seven individual visual worlds combined by a consistent brand language for all media assets.

The data-driven production method of the “single source of truth” approach paves the way into a new era of content production. It provides space for creativity and allows all media assets to be created quickly and efficiently.