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Motoring Meets Fashion in HAMLET’s Dreamlike Launch for MINIxMOSAERT Collaboration



Director Bear Damen works with TBWA on ethereal spot

Motoring Meets Fashion in HAMLET’s Dreamlike Launch for MINIxMOSAERT Collaboration

Today Mini launch a pan-European collaboration for a limited-edition electric MINI with Belgian fashion label Mosaert - the brand co-founded by acclaimed Belgian singer Stromae. 400 special edition MINI Electric cars featuring an exclusive Mosaert design have been manufactured for sale in Belgium, France, Belgium, Switzerland, Luxemburg, Monaco and Liechtenstein.

In celebration of this launch, Mosaert and international production company HAMLET created ‘Levitation’, a heady concoction of live action shots with VFX, creating a slow, poetic and dreamlike ambience in an elegant and graceful style.  The film is created as an ode to lightness (of the carbon footprint of the electric car and the clothes) and fantasy. It was directed by Bear Damen and is his first piece as a newly signed talent to the HAMLET roster.

The film will run across Belgium TV and online channels in France, Belgium, Switzerland, Luxemburg, Monaco and Liechtenstein.

Director, Bear Damen commented: “This film poetically depicts the electrifying, human connection between the sustainable MINI electric and Mosaert's similarly responsibly produced capsule collection. The lightness of Mosaert's iconic brand vocabulary is amplified by MINI’s iconic compact and light design. The concept of both of these floating high up in the sky was almost self-fulfilling. I was happy to help them visualize this film and bring it to life with an incredible crew of diverse, simply lovely and talented people.”

To complement the special edition car, Mosaert have created a capsule collection of 18 pieces.

The unisex clothes are made in Europe, using recycled and organic materials and the brand is well known for its graphic and colourful style illustrated in exclusive prints.


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Hamlet, Tue, 27 Apr 2021 16:30:00 GMT