CAMPAIGN BRANDING
CREATIVE DIRECTION

In the midst of the pandemic, traditional photoshoots were impossible, challenging MINI to showcase three new models differently. Instead of traditional visuals, the campaign focused on capturing the unique personality of each car in an exaggerated, playful style that highlighted MINI’s spirited essence.

As part of the project, we had the joy to collaborate with Man VS Machine and see their creative exploration and R&D. You can see more of it on their own website.

Bubble & Bulldogs

The design approach was rooted in the feeling each model evokes. CGI allowed us to exaggerate and stylize each car’s unique character: from the cheeky Hatch 3-Door to the adventurous Clubman. Inspired by the personality of each model, we used bold colors and surreal textures to bring out the cars’ playful natures, creating a campaign that didn’t just show the cars but celebrated the MINI experience.

Key Takeaway: This CGI-focused campaign captured MINI’s personality and spirit, connecting with audiences emotionally despite the limitations of remote production.

The Challenge
Showcase MINI’s new editions without relying on traditional car photography, focusing instead on each model’s character.