Working at AKQA Amsterdam creating from scratch a European-wide campaign to launch the new original Mini.
It may be a new car from the ground up. But some things remain the same as the original. The fun. It’s heart. It’s soul. It’s still all there: built into every part.
A Mini Mission Centre was developed where you could experience how the new Mini is true to the original. Here in the Centre you could take challenges to get a feel for the car. Every mission you complete gives you an entry to win a new original Mini for a year.
I was responsible for the conceptualization of the campaign, the ideas & UX for the games and over all art direction.
I got closely involved with the UX team that created the hybrid website and the games.