MINI

MINI is a different kind of car for a different kind of driver. So, naturally, we did a ton of offbeat, weird stuff. These range from social posts toasting actress Minnie Driver to writing a full book capturing the MINI spirit to a MINI Meditation video to partnering with first-generation artists to redesign the classic MINI rooftop. Here's a MINI smattering.

ROOFTOPS

We worked with the American Immigration Council to create limited MINI rooftops designed by first-gen and immigrant artists. The rooftops celebrate our diverse backgrounds and experiences, and show that while we’re different, we’re better together. We also created murals of the designs, which could be seen in Brooklyn, SoHo, and Portland. Additionally, we made a film capturing a day in the life of Rich Tu.

NEW YORK TIMES & NEW YORKER PRINT

SOCIAL

Other car brands only feature the car on social. MINI isn’t like other car brands. We used social to push the tone, have some fun, and make some enemies along the way.

BRAND BOOK

Sometimes a manifesto just doesn’t cut it, and you have to write a full-on book. This was one of those times. Our MINI brand book helped establish the tone for all future MINI projects, and it even came with a sweet MINI air freshener. Oh, and it also convinced one of my friend’s to lease a MINI. Win-win-win.

VIDEOS

We’ve made a zillion videos for MINI. Here are a few of them.