Pursue Flavor
©2022
Pursue Flavor
Pursue Flavor
Exploring the experience of Marlboro flavor through a global campaign
Client ↘
Philip Morris International
Year ↘
2021 / 2022
Role ↘
Art Direction, Editing
Agency ↘
Publicis Group
Marlboro is more than just a brand; it's a call to live life boldly and make confident choices. This philosophy is perfectly mirrored in how Marlboro's flavor is described: 'Unique,' 'Rich,' and 'Intense.' These qualities embody the brand's values of authenticity, freedom, and self-determination, which, in essence, define a unique, rich, and intense life. The brand seamlessly connects the enjoyment of flavor with the essence of living life to the fullest.
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What I did
My approach to visually translating the values of uniqueness, richness, and intensity is a deliberate and thought-out process that combined storyboarding, cinematography and art direction to create a campaign film that is not only aesthetically vibrant but also emotionally resonant. I’ve chosen an analog film treatment with grain, soft focus and a shallow depth of field to guide the viewer's attention to specific elements, underscoring the richness and intensity of the content. Additionally, I've focused on close-up portraits to bring out the intricacies and nuances of the subjects, helping viewers connect on a more intimate level.
© 2023
