MINI F56 Launch


mini final test test drives

Before the much-anticipated launch of the new Hardtop, MINI asked motorers how they wanted to test the all-new model. After receiving nearly 1,000 online submissions, we brought 10 lucky owners' test drives to life in epic fashion. We filmed every turbo-charged turn and crafted a short film for each test drive.


The 10 winners also got a chance to design their own package for the MINI Hardtop. The winning design would be an official design package available for purchase. After +50,000 votes, the college student Alex Coyle's design was chose as the winning package. We've unveiled her design at the NY Auto Show.


Directors: Erich Joiner, Ben Tricklebank, Steve Mapp [Tool]


Designs as envisioned by the 10 owners. We've worked with the famed design studio, I Love Dust to execute the illustrations. 

After +50,000 votes, Alex Coyle's design was crowned as the winner. 

We've unveiled Alex Coyle's design in NY Auto Show. The package is currently available for purchase.