With no LED wall present and the wish to communicate what MINI stands for, we came up with the unconventional and talk of the town idea: a tear-down XXl poster wall. A fun and dynamic press reveal that impressed both MINI internally, the Chinese audience and press members. As creative director responsible for press event concept – “Living LED Wall” including: basic concept set design, casting, choreography & styling. In creation I worked closely together with Rob de Vries with support of the whole production team and several external experts. Project for De Vries + partners GmbH Music Erwin Steijlen Pictures by Paul Ridderhof.
