Conveying a story into a short film is a daunting task – yet when you master the art, you are a force to be reckoned with.

Kinda like Danish Oscar winner Joachim Back.

Back won the Oscar for Best Short Film for The New Tenants in 2010 and, because of his renowned short film talent, was the chosen architect behind the camera of a recent MINI ad campaign.

Not only is the short film for MINI, called The Day Forward, a beautiful piece of cinema, but it has deliberately distanced itself from regular advertising which opens the brand up to other viewers.

Refreshing to say the least.

Here’s the synopsis:

Reason or passion?

Protagonist Jake finds himself in such a situation.

He has to decide whether to sell his record label in a deal worth millions or reject the offer and continue to pursue his dream in the music business. A total of three episodes, in which Jake relives the day of his decision, show how Jake gradually resolves to follow his heart.

The film’s unique narrative mechanism, which reveals different facets and details of the story step by step, creates suspense and visualises the implications of Jake’s dilemma.

Check the masterpiece – if music is your thing, then this may speak to you in great volumes:

So I guess it’s time to ask you: reason or passion?

No matter which you choose, if you are a MINI fan, we can hook you up with a discount. Just email “Reason or Passion” to editor@2oceansvibe.com and we will get back to you.

[source:bmwblog]