‘MINI vs. Monster’ takes Pioneering Three-Dimensional Tech Full-Throttle January 14, 2011

In a world's-first, MINI uses 3D slow-motion technology pioneered by MIT scientists to create the new film MINI vs. Monster - a truly high-octane performance that can be seen in 3D at cinemas and YouTube, with High-Definition here and on international TV. The result should have you on your feet, or perhaps rolling on the floor. The film pits the strength of the newly expanded MINI family against that of a five-ton monster truck. This fearsome beast attempts to jump the entire family - all 50.9 feet of MINI Convertible, Clubman, Hatch and Countryman. Set at night in a floodlit Las Vegas stadium, a sell-out crowd of rowdy MINI and monster truck fans alike is silenced when the fire-breathing beast takes flight. In 3D frame-by-frame detail, the crowd comes to its feet, jaws, hotdogs and nearly everything else falling to the floor as 66-inch tires skim the silky smooth rooflines of the proudly unflinching MINI family. MINI - together with the agency BSUR of Amsterdam - devised the film and worked with acclaimed Swedish director Robert Jitzmark alongside a 120-strong crew that included scientists, 3D pioneers and lighting technicians. BSUR's executive creative director, Jason Schragger, was at the jump and explained the inspiration behind the story. "MINI is a pioneer of automotive design and driver experience. Digital 3D is so new that we worked with the pioneers of the technology to ensure that MINI vs. Monster delivers a similarly exciting and immersive experience." "3D technology makes you really feel like you are in the crowd and are part of the jump. When you see the monster truck flying, you see every detail, it's better than being in the stands and you can't help but gasp when the truck lifts off and skims the MINI. 3D is immersive and puts viewers at the heart of the action. It's the future of screen advertising." Want more? Watch the ‘making of' here: