Channels: Cinema, Print, Web, Social, CRM

Role: Lead Writer & Tone of Voice Development

Awards: Gold, Content Automotive at The Drum Awards; Lovie Awards People’s Choice; Auto Category Winner.

Agents of Fun was a tongue-in-cheek homage to espionage for the iconic British brand MINI, starring Jack Lowden.

Created in response to an increasingly repetitive automotive category, the campaign set out to prove that MINI isn’t like any other car brand. That a sense of distinctly British fun back was still at the heart of its personality.

We tapped into a cultural moment shaped by the popularity of secret service shows like Slow Horses and Treason, the campaign felt both timely and unmistakably British.

Rooted in UK culture, the campaign took cues from the surge in popularity of secret service dramas like Slow Horses and Treason, making it feel both timely and relevant.

I developed the campaign’s tone of voice and wrote across every channel and phase, from social teasers through to OOH, email, digital, and a website designed to read like an intelligence dossier.

The writing held it all together: slick, self-aware, and driven by MINI’s signature instinct for mischief.