I contributed to the out-of-home (OOH) billboards and artwork for the MINI Clubman campaign, which marked a significant evolution in MINI's brand identity. Unveiled in June 2015, this campaign introduced a minimalist and sophisticated visual language, aligning with MINI's refined focus on design and authenticity. The OOH advertisements showcased the new MINI Clubman in genuine urban settings, emphasising its iconic design and high-quality materials.This approach resonated with the brand's new philosophy of focusing on essential elements and allowing the product to speak for itself.

Additionally, the campaign featured an online film series titled "The Cultural," which highlighted creative non-conformists from various fields, reinforcing the idea that intuition drives major decisions—a concept that paralleled the campaign's tagline, "Go with your gut."

This comprehensive campaign not only redefined MINI's market presence but also set a new standard for the brand's communication strategy, blending minimalist aesthetics with authentic storytelling.​“‘

Designer