MINI
Greatest HITS
For nearly a decade, I served as Creative Lead for MINI in the U.S. as well as globally, creating and overseeing dealer work, model launches and brand assignments. I led teams at our agency and also our partners worldwide. The following is some of my favorite work, but also just a very small sampling.
MINI ROCKS THE RIVALS Test drive tour
Many car companies have competitive test drive events. But do they rock like this one? No… No, they do not. This campaign kicked off in epic, rock ‘n’ roll fashion at the New York Auto Show and the crowd didn’t know what hit ‘em.
“THE SUN ALSO RISES”
A red MINI Cooper takes on a bullish SUV.
MINI THANKS
To celebrate 10 great years in America, MINI ran this ad in The New York Times thanking its owners. EVERY owner.
prepare for launch
We built this installation in New York City to launch the all-new MINI Coupe. Literally.
OUTDOOR
Regular, boring billboards are for regular, boring car companies.
end of the world
Ancient Mayan beliefs suggested that December 21, 2012 marked the end of the world. But always the optimist, MINI suggested there was no better time to buy a brand-new MINI.
This ad ran in the New York Times.
This one ran a few days later.
MINI LINK
Before there was Waze, there was MINI Link—a map-based social app designed for the MINI community. MINI owners can wave at and connect with other motorers. They can also leave or discover breadcrumbs marking cool places to hang out, cheap gas and even nice police officers!
The app was also used at a dealer level to announce events and promotions while welcoming buyers into the MINI community.
