What Car? + MINI

Multi-Phase Electric Range Campaign

Creative Direction | Graphic Design | Video Production |  Photography

CONTEXT

Across a year-long partnership for What Car?’s Electric channel, MINI needed a multi-phase campaign to launch their all-electric fleet (Aceman, Countryman, Cooper, and JCW models). I art directed the visual output across all three seasonal production phases, spanning social-first edits, a long-form narrative film, print, and always-on display advertising.

SHORTLISTED: PPA Commercial Partnership of the Year (Consumer) 2026

MY CONTRIBUTIONS

• Art directed and storyboarded three distinct video production phases, scouting filming locations, overseeing the shoot to ensure production stayed on track, and guiding post-production through to final sign-off.
• Designed six full-page print ads across What Car? and Autocar. I shot the photography on location, handled post-production image editing, and managed the pre-press process through to final print-ready files
• Designed and delivered a high-volume display advertising package, including digital mastheads, DMPUs, and fireplace banners across What Car? and Autocar.

DELIVERABLES

2 x 9:16 social-first videos for Meta
5 x 9:16 YouTube Shorts
1 x 16:9 YouTube mood film
6 x full-page print ads
Digital display ad suite per car

SOFTWARE

Adobe Photoshop, Lightroom, Illustrator, InDesign, After Effects

Want to work together? Get in touch...

tyler@tyleryates.co.uk

© Tyler Yates 2026

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