wide shot of the front end of the vehicle

Mini – Customer Service

Digital and print assets for MINI

The Brief

Bernard Brand and Jess Lupton of Wondermerk Productions were tasked with creating photo assets to highlight the MINI value service offerings through high-quality and authentic photography.

The assets were shot on location at the MINI Sandton and Midrand branches and cover the full spectrum of the MINI service experience.

Client: BMW
Services: Production
Agency: Wunderman Thompson
wide shot of the front end of the vehicle
medium shot of car parts getting a paint job
medium shot of car parts getting a paint job
front desk employees and a customer
employee and customer observing a mini vehicle
customer sitting in the driver's seat with their phone
a close-up shot of a red mini copper being polished
a close-up of a mini engine
a wide shot of a car workshop with a range mini copper vehicles

MINI has always been loved for its unique heritage, creativity, and intelligence. The representation of the MINI service offering had to encapsulate these qualities. The campaign invited current and aspiring consumers to join the MINI family by framing our value service offering as not only professional but deeply personalized.

This feeling comes with being part of the family. The photography style was real and authentic, like the photographs you would see in an intimate, yet beautifully captured family photo album. Natural light, visually interesting, and daytime photography were used to avoid excessive staging, capturing a moment in time.



Andisiwe Sokutu for BMW

Wunderman Thompson

Chief Creative Officer
Theo Ferreira

Creative Director
Danny Druion

Senior Art Director
Bianca Rudolph

Digital Account Manager
Nomalanga Mphuthi

Production Manager
Lee-Ann Booysens


Bernard Brand

Jess Lupton

Schalk Myburgh

Hair and Makeup
Lyn Kennedy
Nicci Moolman

Digital Assistant
Retang Sebeka

1st Photographer Assistant
Fanus Beetge

2nd Photographer Assistant
Pierre van Vuuren