MINI had a new fleet of cars to launch, wanted to strengthen its reputation a brand advocate for openess, diversity, and individual creativity. So we put its launch in the hands of creative influencers from all drives of life - from world-famous British fashion designer Sir Paul Smith and US professional skateboarder Briana King to the virtual influencer Miquela. These collaborations culminated in an 8-part social series with millions of impressions globally across a diaspora of creative audiences.