By Gillian West, Social media manager

March 10, 2016 | 2 min read

Mini has teamed up with WCRS and Oscar-winning director Joachim Back to create the launch film for the new Mini Convertible.

Shot on location in and around Miami and the Florida Keys, ‘This Day Forward’ follows the story of Jake, a record label owner faced with the decision of whether to sell his business in a multi-million-dollar deal or continue to pursue his dreams in the music business.

The film’s unique narrative reveals different facets and details of the story step-by-step, adding suspense to Jake’s dilemma.

WCRS managing partner, Tom Crossley, said the campaign reflects “both the personality of the new Mini brand as well as the product itself.”

The nine-minute long film forms part of a wider global campaign which includes press executions, TV, product films, OOH, POS, online and website design.

Agency: WCRS

Creative Director: Chris Ringsell

Creatives: Richard Nott, David Dearlove

Additional Credits: 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

To check out the latest advertising, design and creative work from around the globe visit our new Creative Works homepage.

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