We developed this concept for a MINI commercial, shown here with the potential collaboration of EA (Electronic Arts). This commercial style ad is intended for online viewing/participation. There are a few directions for the application of the experience, from simply being a iewer to a more full-blown campaign where the user can actually control, to a certain extent, the outcome of the commercial.
The ad begins with a quick visual set up from the perspective a female miniature/doll, drawing back curtains and looking out of a window onto the street where her ride has come to pick her up. The MINI flashes its lights a couple of times and the shot moves to the car where the pair start their adventure and travel through a miniature city.
They travel under bridges and past billboards that are branded with EA and MINI collateral and continue into an open scenic landscape of rolling hills, train tracks, and bridges. Our heroes also go through hidden levels that change the aesthetic of the ad by adopting either a modern EA style racing game and/or a vintage Atari style Pole Position adventure. Both platforms are fully presented with background music which resembles and reinforces the style.
Regardless of the levels travelled, the final scene shows the car driving into an environment that is a play on the Sesame Street's pinball game segment '1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12" with a throw to the MINI logo with the tagline 'Your MINI Adventure Awaits.' There's more to this campaign and we would be delighted to speak about it personally.