We went to the desert with a very small, talented crew to build excitement for the all new MINI Driving Experience USA. Four days later – we left with assets for cross-platform promotions to last us a full year.

Storyboard & Planning

A shoot like this needed careful and precise planning. We’d be coordinating with an on-site film crew, professional stunt drivers and, of course, the cars themselves, which would be drifting and traveling at speeds legal only for a track environment.

To accomplish this, a detailed shot list and storyboard were provided to all involved, ensuring everyone had the same high-quality expectations while filming and making sure the story was told.

On Location and Behind the Scenes

Our four-day shoot involved still photography, drone photography and two 8K cameras, while RITTA provided on-site art direction and account coordination.

The Final Cut

The video went on to win a Platinum Digital AVA award and, along with the stunning still photography, has helped raise the MINI DRIVING EXPERIENCE USA profile across all channels.