A MINI campaign as inventive as its ambassador, British designer Paul Smith. For a car designed by Paul Smith (expect his hallmark aesthetic “classic with a twist”). Jung von Matt ‘s global campaign promotes a new design collaboration between MINI and Paul Smith with a narrative that invites audiences into the designer’s creative world.

The hero commercial is design-first, blurring the boundaries between automotive communication and cultural storytelling. Conceived by Jung von Matt Zurich and Jung von Matt London, the creative idea transforms Paul Smith’s design philosophy into a fascinating and unexpected visual experience. At its heart is the concept of a “memory palace” – a guided journey through Paul Smith’s mind, where each room represents an aesthetic principle. This framework allows the campaign to show the craftsmanship, colour, and detail that define the collaboration, while keeping the designer’s personality and process at the forefront.

Jung von Matt Group, with its Zurich and London offices, led creative direction and execution, with production partners, Accenture Song (social media), Paul Smith Studios, INMOTION, and David Daub. The campaign covers film, photography, outdoor, social, and event. Each production stage emphasised authenticity – from physical set builds and in-camera practical effects to the tactile details that underpin Paul Smith’s approach to design.

The campaign, aimed at a global audience of design-conscious drivers and style enthusiasts, positions the collaboration as a meeting of creative minds rather than a conventional product launch, to resonate across Japan, Germany, the UK, Switzerland, and the US.

“People today are more design literate than ever – they notice the smallest details,” stated Christian Kies, creative lead at Jung von Matt. “Our goal was to guide them through the designer’s thinking so that every visual element feels intentional, earned, and true to both collaborators.”