MINI collaborates with designer Paul Smith for this automotive commercial, exploring the intersection of industrial design and vehicle aesthetics. The film highlights the partnership through a series of studio sequences that focus on the craftsmanship of the new model.
Featuring Paul Smith himself, the narrative moves between detailed close-ups of interior upholstery and exterior badging to scenes of historical MINI models. The execution leans into a clean, editorial look, utilizing live-action technique and precise studio lighting to frame the vehicle's distinctive colour accents and design motifs.
