Introducing the 301 HP JCW

MINIs are small. So when you put a 300 horsepower engine in this tiny frame, driving 4 wheels, it’s a beast. To introduce the latest John Cooper Works model, we were given previously shot footage and a brief: make this more interesting. I searching for days for a good John Cooper quote, watching hours of footage. I finally found the quote here. A few simple edits to the footage and this became the bar for all other re-edits the brand would make going forward.

When COVID 19 hit, MINI, the car maker with quite possibly the most enthusiastic fans—
fans who look to the brand for chances to meet other MINI owners in person—
was at a loss for what to do while social distancing orders were in place.

We devised


a three-part series of live streaming events and social content.


An Instagram Live interview series featuring MINI executives, race team drivers, and designers

MINI Show&Tell

A Facebook content series where MINI fanatics share their memorabilia

MINI Skills-Customizations

A YouTube series where people teach skills to MINI fans stuck at home

With almost no money, we helped MINI owners and fans all over the US
get through lockdown and filled the void left by not seeing one another.

With AD Rodrigo Burdman