I love that the NOT NORMAL campaign courageously celebrates difference. But I’m also drawn to how MINIs unique identity stands for freedom, innovation and individualism. For it provides the perfect excuse to engage in spur of the moment actions that under normal circumstances, we wouldn’t necessarily indulge. MINIs extraordinary power makes us drop inhibitions and throw caution to the wind. These scripts do this in spades while also championing a big range story about a little car that just keeps giving. Big on character and energy, both spots tell a similar story, yet they do so in very differently cleverly speaking to a broad range of NOT NORMAL personality types.
BOTH SCRIPTS WERE BIG ON CHARACTER AND ENERGY…
“Friend for Life” is more like an Ode to the MINI in its dynamic exploration of the brand’s long lasting appeal, while “Band of MINIs” reveals its ability to bring together kindred spirits. Both are made up of playful, energized touchstone moments that remind viewers why this brand is so very cool.
I was certainly inspired, and at the risk of sounding cheesy, I had always dreamt of filming a MINI campaign and I was really thankful for the exciting opportunity.
So, let me take you through the making of MINI.
The locations are diverse and unique to each scene. We found a palette of locations that when combined, made the spot feel very universal. In LA this was absolutely possible since it offers perhaps the widest range of locations within a relatively small distance. In short, it was perfect.
I specially like the intersection location. I really think it has the qualities necessary to enhance the moment of personal inspiration!
And I love to shoot at the backlots of Paramount Studios.
NOW HAVE A LOOK!
WHAT DID YOU THINK?