Designed to work branded or unbranded in retail and duty-free outlets, this work needed to reflect the products USP in restricted environments and was created over several permutations of the campaign.

With our thorough knowledge of the product we are asked to design the upgrade of the core product packs.

Here are some design explorations.

Parliament is PMI's premium offering, with a unique recessed filter.

I led the team that created this global Print/POS campaign, which uses the mnemonic Moon/Filter device that highlights the product's USP. This is work created over 6 years and shows various permutations of the campaign. It was shot on location, around the world under my direction.

A number of Digital ideas have been created for the brand. Here are some examples of some concepts.