ABOUT

Brief
MINI collaborated with BRIKMAN to elevate their official merchandise through creative direction and campaign storytelling. The goal was to turn branded gear into a lifestyle statement that MINI fans would actually want to wear, shoot, and share.

Problem
How do you get fans to connect more deeply with the brand?
Not just by driving it, but by choosing to wear it. MINI’s merch was high quality, but premium-priced. The challenge was to make it feel not like promo material, but like something out of a fashion drop.

Concept
We extended MINI’s campaign idea into the world of lifestyle and fashion. Our creative approach treated the merchandise as the wardrobe of a surreal, MINI-fueled universe. The MINI lifestyle isn’t just about cars. It’s about how you move, dress, and show up.

Execution
Directed a bold, fashion-driven photoshoot to reframe the merchandise as elevated streetwear
Created visuals that merged MINI’s surreal tone with real-world styling
Delivered a library of assets for MINI to use across social, CRM, and retail touchpoints

Results
100% sell-through rate of the merchandise in the markets where the campaign ran
Reframed brand perception, making MINI merch desirable beyond the car community