Client
MINI USA
—
Collaboration
Beam
—
Disciplines
Digital
Print
Visualization
Social
Film
Illustration
—
Photography
Unsplash
—
Industry
Automotive
Retail

Challenge

With the launch of the new Coupe and Roadster models in the U.S., MINI set out to reimagine what it feels like to drive a performance car. An experiential way to sense those hairpin turns, torquey RPM bursts, and memorable country-side drives.


Solution

Working with a team at Beam led by Birch Norton and Josh Deane, we proposed The Art of Motoring, a mobile app that visualizes your driving as a series of beautiful visualizations. Using GPS and motion sensors built into smartphones, the app records your MINI performance and outputs it (post-driving, of course) as high-resolution art. Once the artwork is created, you can save it as a photo, share it with other MINI drivers, or order it as a professionally framed, archival paper print to hang as a memory on the living room wall. Proposal and ideation for MINI USA.


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