Traditional car launches had to adapt due to COVID-19, this year We decided to help launch MINI’s new fleet online rather than in-person. Produced by HELO, directed by William Maher and created by Anomaly, this immensely collaborative campaign sees each of the new MINI vehicles get paired with an iconic creator, including the likes of Rankin and Sir Paul Smith. Each creator was tasked with introducing a new model in their own distinctive way, celebrating the enthusiasm for diversity, openness to do new things and how creativity inspires people in different ways.