life is sweet campaign

I designed and art directed the Life Is Sweet campaign for adult consumers, to be used on branded merchandise including point of sale displays, promotional items, and digital assets. Commissioned lifestyle photography that captured sweet moments in smokers' lives, bringing the campaign to life. I also redesigned the classic sweet cigarillo packaging with the Life Is Sweet branding, creating limited-edition collectible pouches for adult consumers. The packaging featured a QR code driving a contest to win prizes. Furthermore, I ensured consistent Life Is Sweet messaging and visual presentation across social media, the website, and live events.