Paul Smith x MINI Edition Global Launch.

Paul Smith created a collection of MINI Cooper Editions for drivers who care about design. But like with any great design object, people notice the details, but they buy into the provenance.

So we invited people into Paul’s imagination, with a guided journey through his memory palace of design choices of the Edition, that begins with a film that establishes the design world inside Paul’s mind, brought to life with tactile sets and in-camera craft. The same level of craft and care was carried across photography and social, to deliver a truly story-driven integrated campaign.