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the 250-D.”
The idea of this commercial is that the Mini saves the world. It has a jokey storyline which has Martians landing and the Mini then drawing
We did three commercials, but
whole series called Mini Adventures, aimed at the British market. It’s a good way of introducing the Mini to a brand new market.
I shot three commercials, two run- ning to 20 seconds, the third to 40 sec- onds and I used the Fuji 64-D and the 250-D. One of the main problems I encountered was in the framing of them. I suppose when I was doing it, it might have seemed a little dull looking
them towards a cattle grid which they fall through. It’s a very tongue- in-cheek thing.
DIRECTOR: CHRIS PALMER
commercial break
MINI AGENCY: WCRS
PRODUCTION COMPANY: GORGEOUS ENTERPRISES LTD
Ivan Bird tells Anwar Brett “ I shot three commercials, two running to 20 seconds, the third to 40 seconds and I used the Fuji
64-D and “ there is apparently going to be a
because I had to take into account the fact that Martians would be added in by CGI afterwards.
I just had to try and judge where they had to be, and how they would fit into the story.
You also had to allow for the height differential, where you’ve got a low car alongside a tall, thin Martian. It really was very straightforward apart from that one aspect - the fact that you don’t have half of the picture, half the storytelling element, if you like. You just have to visualise them in your own mind, and then hand your work over to the special effects guys to do their thing.
“Chris Palmer, the director, has a very good eye though, so I totally trust him to get it right. He’d discuss it with us, and we’ll talk about the
Martians and all that. We cram in as many lighting references as possible, giving them as much information as we can. It’s a team thing, so the more information you give them the less likely they are to get it wrong.
I love what Chris has done with these commercials. The Mini has become like a person, and that was the idea from the outset.
Rather than it being some slick, long lensed, slow motion image, Chris has actually man- aged to make the Mini a char- acter in the film. ■
”
EXPOSURE • 13