Mumbai: Creative agency 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. Rooted in Paul Smith’s signature philosophy of being “classic with a twist,” the campaign brings his creative worldview to life through design-led storytelling that bridges automotive communication and cultural expression.
Conceived by Jung von Matt Zurich in collaboration with Jung von Matt London, the campaign adopts a design-first approach that reimagines how automotive brands engage with design-conscious audiences. At the core of the creative idea is the concept of a “memory palace” — a guided journey through Paul Smith’s mind, where each room represents a defining aesthetic principle. This narrative framework enables the campaign to highlight the craftsmanship, colour, and detailing that characterise the collaboration, while keeping the designer’s personality and creative process front and centre.
The campaign was brought to life through a collaborative international production effort. Jung von Matt Group led creative direction and execution, working closely with Accenture Song on social media, alongside Paul Smith Studios, INMOTION, and David Daub. Together, the teams delivered a multi-platform rollout spanning film, photography, outdoor, social, and experiential event touchpoints.
Across all stages of production, the focus remained on authenticity and craftsmanship. From physical set builds and in-camera practical effects to tactile design details, the execution stayed true to Paul Smith’s hands-on approach and attention to detail.
Designed to connect with a global audience of design-literate drivers and style enthusiasts, the campaign positions the MINI–Paul Smith collaboration as a meeting of creative minds rather than a traditional product launch. The campaign is live across key international markets including Japan, Germany, the UK, Switzerland, and the US.
Commenting on the creative approach, Christian Kies, Creative Lead at Jung von Matt, said, “People today are more design literate than ever – they notice the smallest details. Our goal was to guide them through the designer’s thinking so that every visual element feels intentional, earned, and true to both collaborators.”
