There isn’t a Mini in the brand’s new campaign. Instead the film aims to underline Mini’s commitment to creativity and lateral thinking.
The work, Droga5 London’s first for Mini since it was appointed global creative agency in February this year, is a 12-minute short film called Nimic. It was directed by Yorgos Lanthimos, who is known for his flair for the bizarre. He also directed the black comedies, The Favourite, and The Lobster. Nimic was written by Lanthimos with Lanthimos’ long-time collaborator, Efthymis Filippou, and stars Matt Dillon and Daphne Patakia. It was produced by Rekorder Berlin, Superprime Films and Merman London in association with Droga5 London. Salaud Morisset is managing international distribution. It tells the story of a professional cellist whose encounter on the subway with a woman dramatically changes his life.
The film’s credits note that David Kolbusz, chief creative officer of Droga5 London, created the idea for the story. Mini also gets a credit. This is the only clue of its connection to the film, which won’t be released online while it is doing the rounds of the film festivals. It had its debut screening at the Locarno Film Festival in Switzerland.
“I was glad to be given the opportunity to work on a shorter format that can be sometimes challenging but quite rewarding,” Lanthimos stated in the film’s media release.
“We developed a script starting from a very intriguing initial idea and concept and enjoyed great creative freedom during the realisation of the film. It is always very exciting to be invited to think outside the box and wrestle with stimulating ideas.”