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LONGTINE
CONCEPT // ART DIRECTION
As part of the first global campaign, A/D/O by MINI collaborated with United Visual Artists to create a site-specific installation, exploring the physical and emotion response individuals experience when navigating urban environments, specifically NYC.
Read more from the artists here.
The installation spun in dynamic patterns, influenced by data pulled from NYC.
At KKLD*, we provided the Global Campaign Concept and Strategy for the film and communications, Digital Assets and Media across channels of both MINI and A/D/O, Campaign Key Visual, and the Event Concept look & feel that launched the installation in NYC.
The Story of the Installation
To amplify the story of the installation and the collaboration between A/D/O by MINI & UVA, we created the Global Campaign concept and strategy, including the hero film and BTS film.
We art-directed the concept and the pre-production planning of the film & imagery, which were shot and produced by SomeSuch.
The Key Visual
The Key Visual was inspired by the textures of the installation. The design appeared in many locations across the campaign, including the A/D/O exterior window and press giveaway bags.
The Events
We developed the concepts & art direction for the events (Press and Launch): the flow of the space, the lighting design, the iconic gold windows on the A/D/O exterior, the spotlights through the prism light over Brooklyn, the Norman tasting experience, giveaways, and the styling of the servers.
The Digital
Multiple pieces of digital assets and media were created and posted across the channels of both MINI, A/D/O, and markets.
INSTALLATION DESIGN & CONCEPT | United Visual Artists, London
DIGITAL CAMPAIGN CONCEPT/ART DIRECTOR | Anne Marie Longtine
PRODUCTION (FILM & IMAGERY) | SomeSuch & MINI
CLIENT | A/D/O by MINI
AGENCY | KKLD*