Paul Smith x MINI Edition Global Launch.

MINI and Paul Smith had created a production car rich in design detail, but the launch needed to give people the provenance behind every choice, not just another walkaround of the product.

We invited audiences into Paul’s imagination through a guided journey across the memories, colours, textures and British references that shaped the Edition. A hero film established the world inside Paul’s mind through tactile sets and in-camera craft, with the same design language carried across photography, social and launch content. The campaign culminated at the Japan Mobility Show in Tokyo, where the world extended into a KOL programme bringing together voices from design, fashion and car culture. Rather than treating creators as an add-on, the programme made them part of the launch story and gave the collaboration different points of entry for different audiences.

Role: Senior Creative