MINI: English spirit, German Management.
Night scene of a busy street in London with tall banners displaying the words 'German Management' and 'English Spirit.' Bright lights and a crowd of people are visible under a large arch structure.

It’s rare that we find a moment in culture that so perfectly encapsulates MINI’s belief that Anglo-German partnerships are a winning combination.󠁧󠁢󠁥󠁮󠁧󠁿 So when the Bavarian born manager was announced as the head of the England national team, it was an opportunity too good to pass up.

Art Direction and graphic design

English Spirit

Flags, scarfs, Metro, podcasts, takeovers and one massive mural.

From OOH activations around Wembley, including 30 banners lining Olympic Way, Boxpark digital displays, to a Metro ad, podcast reads and takeovers on football websites. We celebrated the manager's first match to showcase the power of the England-Germany partnership.

Person holding a red flyer at Wembley Park train station with a Timpson sign and orange train in the background.
A person dressed in a red shirt and tan jacket is holding a 5-dollar bill, with a red and white scarf displaying the words 'Get Back to Work'. There is a round button with a smiling cartoon character on the jacket.
People in a stadium holding a red scarf that reads, 'GERMAN MANAGEMENT FILM AT THE WHEEL! BRING OUT THE BEST IN BOTH SIDES.' The stadium is called Wembley Park, with a large sign visible in the background; the scene is at night.
Night view of a bustling city street leading to a large illuminated building with banners that read 'A Match in Maden.' People are walking along the street, and cars are parked nearby. The building has large glass windows and several digital screens.
Night scene of Times Square with illuminated billboards and signs, including advertisements for Mini cars, German management, and Broadway, with a crowd of people and blurred motion of vehicles.

Tactical drawings

Something something somethiing about technical drawings, football etc.

A city street scene showing a multi-story brick building with a large vertical advertisement for Mini cars. The ad features images of a red Mini car and various promotional text. Below the ad, there are signs for an off license store offering vapes, oyster, grocery, wine, beers, spirits, tobacco, and more. There is also a blue sign for an ECIG store and a small yellow sign for Rio Cinema.
A large red poster advertising Mini car management, mounted on a brick wall in an underpass or tunnel, with a brick arched ceiling above.

Select Works

Adidas: Sports Credibility

A man jogging outdoors in a gray Adidas hoodie with black stripes, wearing a light gray beanie, on an autumn day with fallen leaves and a brick wall in the background.
Three people in a kitchen, two women and one man, are smiling and exchanging a yellow item, possibly a piece of paper or card.

Adidas: Stan Smith

MTV x Diageo

Two soccer players wearing white jerseys and medals around their necks celebrate on the field, holding a large silver trophy together with yellow and green ribbons.
A white sneaker with green accents, a green heel tab, and the words 'STAN SMITH' printed on the side, is hanging above a crumpled plastic water bottle with a green cap on a beige background.

The Wembley Cup

The BAFTAs

Four people standing on a red carpet outside a building with historical architecture, surrounded by crowd and photographers, during an event. The group includes a woman in a yellow dress, a woman in a metallic striped gown holding a microphone, a man in a tuxedo, and a woman in a pink and black embroidered dress with a lace collar.