Eye Studio has partnered with AGMC to create a CGI-led visual film for MINI Cooper.
The video campaign was designed to capture the spirit of Dubai during the festive season while staying true to the brand’s playful and iconic character.
The brief was clear: showcase Dubai’s landscape in a way that feels celebratory, recognisable, and rooted in the city’s energy, without relying on traditional shoots or set builds.
Using CGI allowed Eye Studio to reimagine the city as a dynamic festive canvas, placing the MINI Cooper seamlessly within familiar Dubai landmarks and urban moments.
Rather than focusing on spectacle alone, the approach centred on balance.
The city became part of the storytelling, not a backdrop. Festive cues were integrated subtly into the environment, allowing the MINI Cooper to remain the hero while reflecting the season’s mood through light, movement and atmosphere.
From concept development to final execution, Eye Studio handled the end-to-end CGI process, including storyboarding, environment design, asset integration, animation, and final compositing.
The result is a film that feels current, scalable, and digitally native, aligning with how audiences engage with automotive content today.
The AGMC marketing team shared in a written statement, “We wanted to create a campaign that stood out from typical tactical offer communications and tapped into the winter excitement in Dubai. Some of the ideas were ambitious and unconventional, but Eye Studio gave us full creative freedom and matched our excitement from the start. Their collaborative approach and openness to pushing boundaries resulted in a CGI experience that exceeded expectations and felt fresh, bold, and true to the MINI brand.”
When asked for a response, the Eye Studio team shared a statement saying, “This project was about translating a festive feeling through the language of the city, CGI gave us the flexibility to celebrate Dubai at its best while keeping the MINI Cooper front and centre, in a way that feels fresh and intentional.”
CREDITS:
Client: AGMC MINI Cooper
Agency: Eye Studio
