Mini readies concept car film for social media audience

By Sara Kimberley,, Friday, 25 February 2011 09:20AM

Mini is launching a global online campaign to promote its "vision for the future" concept car, the Rocketman, which will be unveiled on Tuesday (1 March).

The two-minute film, created by Amsterdam-based agency BSUR, will screen on YouTube, Twitter and Facebook, in a bid to build buzz around the car's unveiling at the Geneva Motor Show next month.

The film, produced by Amsterdam-based PostPanic, combines live action with 2D and 3D animation that explains Mini's inception in 1959, it's evolution to the present day and the firm's "vision for the future".

The three-seater concept car is 3.4 metres long and has a space-saving carbon-fibre cross frame.

The doors feature double-hinged joints and integrated sills, while the interior can be configured in three different ways due to its sliding seat system. The car will only go into production if there is a favourable response from Mini fans.

Jason Schragger, BSUR's executive creative director, said: "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 evolution through the years and finally into the future."

The film has been directed by Mischa Rozema from PostPanic. The creative director is Jason Schragger, art direction is by Rolando Cordova and the copywriter is Karl Dunn.

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