Channels: Cinema, Print, Web, Social, CRM

Role: Lead writer & tone of voice development

Agents of Fun was a tongue-in-cheek, espionage-inspired campaign for the new MINI John Cooper Works, starring Jack Lowden.

We imagined a world where the car’s performance was so thrilling, it had to be classified. The campaign launched with a redacted cinema spot that drove audiences to social media to unlock the full, declassified story.

I developed the campaign’s tone of voice, blending MINI’s signature playfulness with a bit of espionage drama – mission briefings with a wink. It was slick, self-aware, and always just on the right side of ridiculous.

As lead writer, I brought the world of Agents of Fun to life across every touchpoint – from out-of-home and social to email and digital. Each element was designed to drip-feed the story, reward curiosity, and keep audiences coming back for the next twist.