MINI 360° VR
In 2015, MINI became one of the first global brands to use cinematic virtual reality as an advertising medium – at a time when VR barely existed as a consumer format.
As Design Lead at KKLD* Berlin, I developed the campaign concept, art directed the visual identity, designed the branded Google Cardboard VR viewer, and accompanied the film shoots in Barcelona.
Client
MINI International (BMW Group)
Year
2015
Agency
KKLD
Role
Design Lead – Campaign Concept, Art Direction, VR Cardboard Design, Print & Digital, Shoot Supervision
Task
Two cinematic 360° short films – Backwater and Real Memories – were produced by KKLD* and Unit9, each six minutes long, shot in Barcelona on a custom nine-camera RED Dragon stereo rig at 14K resolution. The campaign launched on YouTube 360 and mini.com/360 across 20+ countries in September 2015.
As Design Lead, I was responsible for the complete visual concept of the campaign: the advertising design across print and digital, the mini.com/360 campaign website, and the design of the MINI-branded Google Cardboard viewer – developed in cooperation with Google.
The viewer was inserted into the New York Times Magazine as part of the NYT VR launch, making it the largest Google Cardboard project executed at that point. Over one million viewers were distributed worldwide in total.
Result
"How MINI, Google and the New York Times Created
a Watershed Moment for Virtual Reality."
Ad Age, 13 November 2015
Press: Reuters, Hypebeast, Fast Company, Ad Age, Brandchannel Both film trailers: 1,000,000+ YouTube views each