I was part of the creative workshop in Milan developing the new global campaign for Marlboro. Don't be a Maybe. Be Marlboro.
I art/photo directed the last Cowboy shoot for PMI in the USA before the campaign changed.
The Cowboy was perceived as old fashioned in Korea. The brief was to modernize and make the campaign more contemporary and relevant to the market. After a 5 year period of exposure to the revised campaign, Marlboro shifted from one of the lowest selling to the leading international brand in a very competitive market.
Consumer and trade engagements. POS design from 'bright to dark' markets. F1 & Moto GP racing activation including digital exploration. Pack design and enhancements across all SKU's in APAC.
Created numerous digital concepts for Marlboro for pan-regional application.
Here are some samples of ideas presented to the client.