Paul Smith Brings Creative Philosophy to Global MINI Campaign

Jung von Matt has developed and produced a global campaign celebrating a new design collaboration between leading automotive brand MINI and iconic British designer Paul Smith. The campaign translates Paul Smith’s hallmark aesthetic - 'classic with a twist' - into a narrative that invites audiences into the designer’s creative world.

Design-led storytelling on a global stage

The campaign takes a design-first approach that blurs 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 an immersive 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 showcase the craftsmanship, colour, and detail that define the collaboration, while keeping the designer’s personality and process at the forefront.

Collaborative creative production

The campaign was realised by a collective of international partners. Jung von Matt Group, with its Zurich and London offices, led creative direction and execution. The idea was brought to life by a strong collaboration with executing partners, including: Accenture Song (social media), Paul Smith Studios, INMOTION, and David Daub.

Together, the teams brought the concept to life across film, photography, outdoor, social, and event touchpoints. 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.

Connecting with a design-literate audience

Aimed at a global audience of design-conscious drivers and style enthusiasts, the campaign positions the collaboration as a meeting of creative minds rather than a conventional product launch. By focusing on the cultural value of design, Jung von Matt and its partners created a campaign that resonates across markets including Japan, Germany, the UK, Switzerland, and the US.

“People today are more design literate than ever - they notice the smallest details,” says 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.”