BMW MINI
For the launch of the fully electric MINI Cooper and MINI Countryman, we created an interactive WebGL experience where users can generate personalized artworks through gyroscope drawing. By moving their phone in space, they “paint” directly in the sky, crafting a unique digital expression. Each creation can be saved, shared, and even uploaded to the MINI dashboard as a custom MINI MODE — bringing personal creativity right into the driving experience.
UI Design
Design System
Art Direction
/ Illustrations
As part of this project, I was responsible for the illustrations and overall art direction, ensuring the experience carried MINI’s playful yet premium identity. From defining the visual language to crafting every detail of the artwork, I guided the aesthetic vision across the project. This hands-on involvement allowed me to blend technology and creativity seamlessly, something I love to bring into all my projects.
/ Illustrations
As part of this project, I was responsible for the illustrations and overall art direction, ensuring the experience carried MINI’s playful yet premium identity. From defining the visual language to crafting every detail of the artwork, I guided the aesthetic vision across the project. This hands-on involvement allowed me to blend technology and creativity seamlessly, something I love to bring into all my projects.
/ Smart Artwork
To make each creation truly personal, the experience begins with emotion–color pairing. Users select how they feel, and each emotion is linked to a distinctive MINI color combination designed to reflect that mood. These dynamic palettes become the foundation of the artwork, allowing users to translate their feelings directly into vibrant, sky-drawn visuals.
/ Ecosystem
Not only did we create the mobile experience, but we also designed a full launch ecosystem for MINI. This included signage, stickers, posters, and roll-up banners, all carrying the same visual identity and art direction. By extending the digital concept into physical touchpoints, we ensured a consistent and immersive brand experience, connecting MINI’s bold new electric launch seamlessly across both on- and offline worlds.
/ In Close Collaboration with
Lukas Stark - Producer, Delano Kamp - UX Design, Tom Schouw - Creative, Ben Wagner - Tech Director, Lukas Feitsma - Frontend, Mark Knol - Development