CLIENT
EAST BAY MINI
ROLE
WRITER, PRODUCER, DIRECTOR

CINEMATOGRAPHY BY
RUBY RIEKE
SHOT ON A CANON 5D MKII

MINI: A Night at the Dealership

What happens when you leave a group of restless MINI Cooper’s alone in the dark . . .

East Bay MINI asked for a unique out-of the box commercial, not the usual dreg of local tv car spots.
MINI Corporate also had very stringent directives limiting filming options. It was a necessity that the commercial be reflective of the fun, free spirited MINI philosophy and be inline with national spots.

Immediately springing to mind was Herbie, “The Love Bug,” or an anthropomorphic car endowed with personality and human characteristics.

Thus, A Night at the Dealership was born. The goal of fulfilling the Dealer criteria but furthermore crafting an endearing narrative appealing to prospective MINI owners was accomplished. The rest is history.