Jung von Matt has unveiled a new global campaign celebrating a design collaboration between automotive brand MINI and iconic British designer Paul Smith. The work translates Smith’s signature approach, often described as classic with a twist, into a visually rich narrative that draws audiences into the designer’s creative world.
Design-led storytelling on a global stage
Conceived by Jung von Matt Zurich and Jung von Matt London, the campaign takes a design-first approach that blurs the line between automotive communication and cultural storytelling. Rather than centering on product features, the creative frames the collaboration through Smith’s design philosophy, transforming it into an immersive visual experience.
At the center of the campaign is the idea of a memory palace, a guided journey through Paul Smith’s mind in which each room represents a distinct aesthetic principle. This structure allows the work to highlight craftsmanship, color, and detail while keeping Smith’s personality and creative process front and center. Watch below:
“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 collaborato
Collaborative creative production
The campaign was realized through an international creative partnership. Jung von Matt Group led overall creative direction and execution through its Zurich and London offices, working closely with a network of collaborators that included Accenture Song on social media, Paul Smith Studios, INMOTION, and David Daub.
Together, the teams brought the concept to life across film, photography, outdoor, social, and live event touchpoints. Each stage of production emphasized authenticity, from physical set builds and in-camera practical effects to the tactile details that are central to Paul Smith’s design ethos.
Connecting with a design-literate audience
Targeted at a global audience of design-conscious drivers and style enthusiasts, the campaign positions the MINI and Paul Smith collaboration as a meeting of creative minds rather than a traditional product launch. By foregrounding the cultural value of design, the work is designed to resonate across markets including Japan, Germany, the United Kingdom, Switzerland, and the United States.
The campaign reinforces Jung von Matt’s design-driven approach to brand storytelling, offering a global audience an inside look at how two distinct creative worlds intersect through shared values of craftsmanship, curiosity, and originality.
CREDITS:
BRAND: Mini
AGENCY: JvM Group
PRODUCTION COMPANY: In Motion
- Director: Beat Schweirsch
- Producer: Korbinian Maier & Bastian Ried, Patrick Franz & Loris Glexiner, Nils Baumgärtel
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