Insight: Modern consumers demand sustainability be at the core of every brand’s mission, even automotive ones.

Idea: Collaborate with The Woolmark Company to create the 'Field Notes' capsule collection, featuring four emerging designers—Liam Hodges, Staffonly, PH5, and Rike Feurstein—who infused their personal travel experiences into fashion pieces made from sustainable Merino wool.

Outcome: The 'Field Notes' collection was unveiled at Milan’s Pitti Uomo 94 event before embarking on a world tour. The campaign included a mix of long and short-form videos, as well as photographic social media concepts. Dedicated social media accounts (4K + followers on Instagram) were created to highlight MINI’s fashion exploration, complemented by website landing pages and email flows to engage new audiences.