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This piece explores expressions of love and marriage through a narrative projection of film, typography and audience participation. The piece was a collaboration between Pico, Observatory London and Windy Lo, an award winning wedding gown designer in a piece that bridges Asia and Europe.
Pack Design & Launch
I designed the pack and all of the collateral from digital to POS. The pack design process involves hundreds of iterations, focus group testing, and design response. This was a flagship launch that included sampling kits and branded incentives, website and promotional campaigns, as well as complete POS for retail and branded smoking areas.
I also scripted and produced the promotional video that was displayed at smoking areas and experiential activations nationwide.
Marlboro leads the menthol market segment, however competitive brands were gaining presence with new products.
Marlboro responded by innovating with a super-slim menthol cigarette that redefined the category from what was perceived as a feminine product by delivering a bold, confident and masculine super-slim.
Product Design & Launch
Marlboro Menthol | Black Menthol Edge
Marlboro Menthol | Black Menthol Edge
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