MINI — Print
MINI runs a lot of print ads, and they made me write most of them.
Motor Trend — For Gearheads
We wanted to focus on MINI’s origins as a racecar.
This ran alongside an article declaring that the small car had been killed by SUVs and trucks.
CBS Watch — For Moms
Moms like SUVs. MINI does not make SUVs. So we used a straw man to make the Countryman more appealing.
Institute of Contemporary Art — For Designers
MINI sponsors local art museums across the country. We wanted to remind patrons that the MINI is an icon of design.