GLOBAL – MARCH 2011 – Amsterdam-based ad agency BSUR, unveiled an online film to launch the new Rocketman concept car for MINI, which was officially unveiled at the Geneva Motor Show on March 1.
The Rocketman concept sees MINI reinvent the small car by going back to the essence of MINI’s founding design principles. The car, a three-seater with a space-saving carbon-fibre cross frame, has been designed with MINI purists in mind. While the Rocketman concept is not a retro car, it is a modern interpretation of the original MINI idea: a fun, simple, ultra compact solution to urban mobility.
The product film was created using a mixed media approach, seamlessly combining live action with both 2D and 3D animation, motion graphics, stock footage and visual effects. The result takes the audience on a journey from MINI’s inception in 1959 through to present day.
BSUR’s executive creative director, Jason Schragger, says: “It’s great to see an iconic brand like MINI change the way we see future mobility. Again. We wanted to show how the thinking today is inspired by the rebellious nature of the original MINI design. So we took this opportunity to show MINI’s evolution through the years and finally into the future.”
The two-minute product film, produced by Amsterdam-based PostPanic, is part of a social media campaign across YouTube, Twitter and Facebook. The car itself will go into production based on the response from MINI fans.
