The MINI Paceman Art Series was an innovative campaign that leveraged multiple platforms to engage a progressive audience of men aged 35-49. This demographic consists of savvy, ambitious opinion leaders who prioritise self-expression and shy away from mainstream trends. To capture their attention, we needed to develop content that resonated with their interests.

We asked contemporary and street artists to create pieces inspired by the new Mini Paceman. The artists’ creative processes and final works became the focal point of the campaign, offering a fresh perspective on traditional car advertising by avoiding typical elements like oversized logos and dramatic driving scenes.

The resulting artworks were showcased in a short film series aired across Foxtel channels, while the art itself served as the foundation for an outdoor media campaign and sparked conversations on social media. Each artist shared their creative journey on their platforms, treating the project like any of their personal endeavors.

Imagery of the process, the completed artworks, the films, and outdoor activations were widely shared through the artists’ social channels, including Facebook, Twitter, and Instagram, leading to significant engagement. This campaign truly broke the mold of automotive advertising with its cross-platform approach.

I played an integral role throughout the entire process, from conception and pitching to production and fulfillment. The MINI Paceman Art Series was recognized with nominations for Best Integration or Branded Content and Best Brand Commissioned Project at the BE Awards.

Director: Dan Sharp

Case Study Reel

Outdoor campaign

Social Media

Behind The Scenes