MINI

How to launch 3 new Edition’s that showcase innovative design during a pandemic.

Breaking the rule of car advertising - don’t mess with the car. All the while driving desire and separating MINI from a category defined by sameness. An incredible project with top hitting talent Man VS Machine, we created 100% CGI 3D worlds - a first for MINI. As design director my role included everything from concepting worlds, creative reviews, workshops, overseeing adaptations and of course internal and external presentations. 4.16M organic global reach and 85% positive reaction.

Role: Design Director/ Pitch Designer   |   Agency: Anomaly   |   Channels: Global Social and Digital