Thu Hoang
Motion & Graphic Design
Mini and Martens
Speculative Commercial
The Storyline
The Spotless Gloss of black laquer
On a sunday morning a young woman makes her way to the garage of her new house. In joyful anticipation she prepares for a cleaning session with a bucket and cloth. Softly she lets her hand slide over the smooth surface of her car and admires the spotless gloss of the black lacquer. A beautiful finish like that is unique. Is it?
My role on this project
Directing and Producing
Directing
Developing the idea and concept. Managing the project including a team of five people.
Producing
Planning, budgeting and organising shooting days, main camera work, main directing.
Post Production
Cutting, editing, colour grading.
The concept
German love for cars
Being one of the largest automobile manufacturers, cars and the love for them are deeply rooted in German culture. Using this connection, the start of “Mini and Martens” catches the audience’s attention. But as the commercial continues, something seems to be unusual about it.
The Plot Twist
It's not a car?
What car parts are these? Is this even a car?
The object slowly turns out to be a pair of black Doc Martenswhich the protagonist originally took out for cleaning with her finger hands, with just as much love as you’d do with your beloved car.
The Process
After developing the background story and persona for the protagonist, an animatic was drawn and a videomatic was shot. Based on that, the final commercial was shot and edited in Bavaria, Germany.
The result is an easy going and funny 30-second commercial with a hook in the beginning and a small plot twist in the end.
In cooperation with: Arianne Amann, Anna Rimmer, Alyssa Schön, Melanie Schuster.
