Minimalism

MINI had made several new advancements designed to reduce its environmental impact and increase its efficiency.

On a global scale, they wanted us to highlight each of these technologies in a simple, innovative, and of course, efficient way.

Our solution; MINIMALISM. An efficient and minimal site that gave users a waste-free experience and let them learn about the MINI in the exact amount of time they had, right down to the second.

After selecting a feature, users were treated to a series of different vignettes – ranging from 60 seconds right down to one – that explained these complex technologies using minimal tongue-in-cheek animations. That way we didn’t waste anything, including people’s time.