Commissioned directly by MINI UK, this social media campaign took David and a small creative team to the Lake District for a day — building a narrative around two female mountain bikers and the MINI Countryman as the vehicle that makes outdoor adventure genuinely accessible.

The casting was central to the brief — two real mountain bikers rather than traditional models, chosen to reflect the adventurous spirit of the Countryman and position it authentically within an active outdoor lifestyle. The Lake District provided the perfect backdrop: sweeping fells, winding singletrack, and the kind of raw natural beauty that makes outdoor lifestyle content feel genuinely earned rather than manufactured.

The campaign captures a simple but compelling idea — that the Countryman belongs in the same world as the people who use their weekends properly. Bikes on the roof, boots at the ready, somewhere worth going just around the next corner.

This was a fully directed production — David leading both photography and creative direction alongside videographer Scott Stephenson — producing a cohesive set of stills and film content from a single Lake District location day.

This project is representative of the automotive lifestyle photography and social media campaign production David regularly delivers for automotive brands, outdoor lifestyle companies, and their agencies — from single-day location shoots to fully directed multi-format productions across the UK.

Photography and Creative Direction by David McConaghy. Videography by Scott Stephenson.