We’ve teamed up with Oscar-winning director Joachim Back to create a short film to launch the new MINI Convertible.

“This Day Forward” follows the story of Jake, a record label owner who is faced with the decision of whether to sell his business in a million dollar deal, or reject the offer to continue to pursue his dream in the music business. The film’s unique narrative mechanism, which reveals different facets and details of the story step by step, creates suspense to help visualise the implications of Jake’s dilemma. The character of Jake personifies both MINI’s target group’s positive and cosmopolitan attitude to life, and the character of this new car – freethinking and open-minded, with a zest for life.

Joachim Back’s short film experience made him the ideal creative partner for this project; with his ambitious cinematic aspirations and love of detail, “This Day Forward” goes far beyond the classic promotional film.

Mini collage 2

Shot on location in and around Miami and the Florida Keys, the white beaches and palm trees and the multicultural, open-minded city of Miami, align perfectly with the MINI Convertible’s positioning of ‘stay open’. The spectator is quickly immersed in a world of bright and vibrant colours, where passion and a positive thinking conquers all. The feel of open-top driving is conveyed with lots of blue sky.

This film forms part of a wider global campaign which includes press executions, TV, product films, OOH, POS, online and website design.

Full credits:

 Agency: WCRS

Creative Directors: Chris Ringsell

Creatives: Richard Nott & David Dearlove

Account Handling: Tom Crossley, Eve Bui & Archie Tollast

Planning: James Stevens

Production Company: Soup

Director: Joachim Back

Producer: Ulrika Alkerlind

Editor: Jeppe Bodskov

Post-Production: Pirates n‘ Paradise

Audio: Loft Berlin