Poster Design · Art Direction
2018
MINI
A three-poster campaign combining vintage aesthetics, compositional principles and contrasting messages for the MINI Countryman.
Client
MINI
scope
Poster Design · Art Direction
year
2018
duration
2 Weeks
Overview
The brief.
This conceptual campaign consists of three posters created for the MINI Countryman, exploring a vintage-inspired visual direction through three different approaches to composition. Each piece was developed around a specific principle — asymmetry, activity and balance — using photographic manipulation and compositing in Adobe Photoshop to give every poster its own visual structure. The campaign is connected by a series of comparative headlines built around the same “as… as…” formula. Each one highlights two contrasting qualities of the Countryman: “As small as it is tough,” “As fast as it is elegant,” and “As urban as it is adventurous.” Together, the recurring structure creates continuity across the three posters while allowing each execution to communicate a different side of the vehicle.
The Challenge
Three posters, three compositions.
The challenge was to create a campaign that felt consistent as a series while approaching each poster through a different compositional principle. Asymmetry, activity and balance needed to visibly shape the three executions without making them feel disconnected, while each message also had to present the Countryman through a different combination of contrasting attributes.
the solution
Different principles, one campaign.
Each poster was built as an individual Photoshop composition around one of the three principles, using the placement, scale and relationship between visual elements to express asymmetry, activity or balance. The recurring vintage aesthetic and “As… as…” headline structure act as the common thread, bringing the three executions together while giving each poster its own composition and message.
