The SEAT Mii

The launch campaign for the SEAT Mii was more than just an introduction to a new model—it was a pivotal step in the brand’s evolving positioning strategy. The challenge was twofold: establish a fresh visual identity aligned with SEAT’s new communication guidelines while executing a high-impact campaign without the actual car.

As an affordable, compact, and city-friendly vehicle, the Mii was designed to appeal to young, urban drivers looking for style and practicality without compromise. The campaign needed to bring these qualities to life through compelling visuals, even though the car itself was not yet available. To overcome this, we used a physical dummy car during production and later replacing it with the CGI Mii.

Client

SEAT
(VW Group)

SEAT (VW Group)

SEAT (VW Group)

Agency:

Grey-Atletico

Grey-Atletico

Role

Art Direction

Art Direction

Photography

Heckel & Menneman (He&Me)

Heckel & Menneman (He&Me)

CGI & Post-Production::

EGM Studios Barcelona

EGM Studios Barcelona

Scope:

It included an initial daylight study using an early Mii prototype, alongside a CGI study to define optimal shooting perspectives and lens choices. The second phase focused on creative execution—conceptualizing the visual narrative for each key feature, crafting the shooting brief, managing photographer selection and art buying, briefing and coordinating production teams, leading on-set art direction, post-production oversight, and ensuring a seamless delivery.

It included an initial daylight study using a Mii prototype, alongside a CGI study to define optimal shooting perspectives and lens choices. The second phase focused on creative execution—conceptualizing the visual narrative for each key feature, crafting the shooting brief, managing photographer selection and art buying, briefing and coordinating production teams, leading on-set art direction, post-production oversight, and ensuring a seamless delivery.

Result:

The final visuals seamlessly merged real photography with a CGI-rendered vehicle, with my role as Art Director involving coordination between a world-class photography duo from Hamburg and a top-tier Catalan post-production team. I ensured integration, brand alignment, and cohesion between the live shoot and CGI elements, all while transcending language barriers, exchanging knowledge and redefining workflows.

The result was a campaign that exceeded expectations, resonating so strongly that it surpassed initial projections and appeared across global print and digital platforms.

Home

Services