MINI SOUL

SHANGHAI, CHINA
As part of my role as the creative lead on the MINI account, I worked at the offices of AKQA Shanghai where we built a relationship with MINI China. The creative here was part of a visioning exercise to showcase how we could launch the new flagship MINI, the F54, to a rapidly changing society. Working with VICE Asia, we connected with unique Chinese artists and influencers to help uncover the creative energy that lives within the MINI Soul.

Role: Creative Director