'Who's In' is an invitational, lifestyle-led brand activation that I helped create for MINI UK.
The idea was simple – MINI aren't just one car anymore, they're five. And with their extended line-up of unique cars, they have something for everyone.
The campaign was fully integrated, crossing all mediums from cinema to social. I was lead copywriter across digital, defining and extending the tonality for long-form and editorial platforms. Here are some examples of the work.