Mini "Not-So-Mini" Puzzle

During the height of lockdown, MINI created the “Not-So-MINI Puzzle” — a clever, design-driven campaign that brought the brand into people’s homes in an unexpected way. Our challenge was to turn that tactile, IRL experience into a compelling case study video that captured not just what was made, but why it mattered.

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The piece needed to articulate the creative idea, showcase the puzzle’s execution, and highlight its cultural relevance — all in a tone that matched MINI’s signature mix of cheeky and clever.

Produce a fast-paced, visually clean case study that explains the “Not-So-MINI Puzzle” campaign to a wide range of viewers: from brand stakeholders to awards juries. The goal was to highlight the ingenuity of turning a core MINI asset — its design — into a physical, shareable experience during a time of extreme digital fatigue.

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The video had to feel punchy, premium, and self-aware — not precious or overblown. It was about celebrating a smart idea, not overselling it.

We created a graphic-forward, rhythm-driven case study that tells the full story of the “Not-So-MINI Puzzle” from concept to execution. Through clean motion design, playful typography, and modular edit pacing, the final piece reflected the brand’s tone while delivering clarity and energy.

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The video became a key asset in MINI’s global brand and marketing toolkit, used to showcase innovative thinking across internal teams, press, and award platforms. It’s proof that even a puzzle — when done right — can say a lot about a brand that refuses to play small.