Something probably every creative in Germany knows: Working on a global campaign for a big car brand is a huge opportunity for your career. It’s also a pain in the ass.

You’re basically trying to build a campaign and a story that fits into a few flashy seconds between long driving scenes and car beauty shots. Not exactly the most generous playground.

The launch campaign for the new Clubman wasn’t any different. A proper roller coaster, with plenty of ups and downs.

Instead of a traditional liftgate, the Mini Clubman has two split rear doors, offering more cargo space and a highly customisable interior.

We took this feature and turned it into an emotional benefit: in hectic urban life, more space and more options create more possibilities. Openness takes you to new places.

I came up with the line “Open more doors,” and as a team, we probably wrote 21,763 scripts until all markets agreed on the final spots. Still, I was quite content with the outcome.

And that’s what roller coasters are about, right? You hate the ride, but the moment it’s over, you kind of want to go again.

Hero Film