Mini Editions
CAMPAIGN | CREATIVE DIRECTION | ART DIRECTION
MINI Editions are special models designed to express individuality through bold design details and limited-run aesthetics. The task was to create visual worlds that capture the unique character of each Edition while staying true to MINI’s playful spirit and iconic design language.
Working with Man vs Machine, we developed a series of identities and launch assets that pushed MINI beyond traditional car marketing. Each Edition was given its own visual personality — distinctive, dynamic, and culturally relevant — while still feeling unmistakably MINI.
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At the height of the pandemic, when conventional photoshoots were off the table, MINI needed a way to introduce its new editions that matched the brand’s spirited personality—without resorting to more car photography. The strategy was to lean into MINI’s playful essence and capture the character of each model through bold visual storytelling.CGI took centre stage as the creative medium of choice. Surreal, exaggerated visuals let each Mini’s unique personality shine: the cheeky hatch, the bold Clubman, the distinctive silhouettes—all brought to life with imaginative textures and vibrant colors. Collaborating with Man vs Machine, the work avoided cliché car ads and instead celebrated what makes the MINI experience unmistakably fun and characterful.
The campaign doesn’t just present cars—it evokes a feeling. By stylizing each model’s identity through visual exaggeration, it delivers a campaign that’s as expressive and quirky as MINI itself—championing personality over realism.
Agency: Anomaly | Creative Direction: Camille Yin, Vix Jagger | Creatives: Jack Denyer, Niall Kerry | Creative Partner: Man vs Machine
