For four years, I concepted and created
content and experiences
for British American Tobacco.
The work went to global and local markets
for their three non-tobacco products.
From BAU, reactive content to bigger formats,
they were all quick turnarounds & budget-friendly assets
to keep the audience engaged.
We called it an agile production team inside the wider creative team.
Here is some of the work that I’ve
concepted, art directed and creative directed
with the team over the years.
Vuse
The No.1 vaping brand in the world. The passion points are McLaren F1 Racing, Music and creative discovery.
Velo
The No.1 nicotine pouch
in the UK. The passion points are McLaren F1 Racing and Electronic Dance Music
Glo
A heated tobacco device.
The passion points are McLaren F1 Racing, World music and design.
Planned Reactive
We started creating the content in advance with our little agile production team, which showed that the brands are participating and not broadcasting.
All postings were around the brand’s passion points - Creativity, Music, Motorsport
and their products.
World no tobacco day
Valentines day
Stranger Things launch
Beyonce album drop
Thor movie launch
Product Content Formats
Monthly, we presented content formats to engage and entertain the audience over time.
The backbone of any social calendar.
Here are some examples of Unboxing reels and long-form, Product variety posts and inspirational people using the products.
Product Unboxing
& Lifestyle reels
Product reels
& stills
Passion Point
Content Formats
All three brands have strong partnerships within their passion points. They support grassroots and global music festivals as well as the McLaren F1 team, which leads to great opportunities for content.
All content was ideated for the global side of the bussiness but then further built out as playbooks for the local markets to run their own competitions and activations based that sits inside the global strategy.
Reels
Carousels
Product campaigns
As the passion points, the product campaigns where launched from global in toolkits and playbooks,
to help the markets with launch ideas and content
we fabricated in-house. Here are some examples.
