Recreated all twelve packs (nine shown) from scratch due to company archival issues.
Composited Cigarette Machine
Shout out to The Richardson Bar in Brooklyn, who had the only cigarette machine in NYC. A genius artist collect and retrofits old cigarette machines that dispense little egg shaped containers with art inside them from local artists.
On-site GIF module linking to the game
Mobile apps with retail partners
This started off strictly as a passion project. There was no brief asking for it, no money in the budget for it. It was a concept I believed in and developed on my own time. My account director Tae Kim saw its potential and despite every account manager advising him not present it to the client, (on account of it not being scoped), he did so anyways. And without his support and guidance this would have never seen the light of day.
CONCEPT
A digital interactive experience celebrating the company’s 40th anniversary. Create a 1980’s cigarette machine to dispense with noteworthy and significant cigarette packs from the company’s 40 year history. An interactive experience to be hosted on their site.
MY ROLE/CONTRIBUTION
Ideation, art director/ Copywriter/ Designer/ Retoucher/ Animation mechanics and storyboarding/ Animation design/ SFX/ UX/ created all the the on-site teasers (seen above) that linked to the game
From it’s launch, site traffic increased by 200% in the first month. And with the website’s success we were able to parlay the game into a mobile app, collaborating with retailers like Kwik Trip and 7-Eleven.
40th ANNIVERSARY BRANDING/STYLE GUIDES
In 2021, Natural American Spirit turned 40. The client wanted to celebrate this milestone with a complete reskin of their existing brand. So we set off on creating a style guide that was vibrant and gritty would inevitably be used to reskin their website, and nearly every piece of media produced that year.
TILE SYSTEM
Using vibrant, often complementary color pairings with offsetscreen printing effects we created tiles that spoke to the brand’s core identifiers: sustainability and environmental consciousness, organically grown and processed tobacco, their Santa Fe roots, and the special folks that work there.
40th ANNIVERSARY LOGO LOCKUP
40TH ANNIVERSARY WEBSITE RESKIN
Online Contest Application
FREE SPIRITS FLY AWAY CONTEST
Celebrating their 40 years in business Natural American Spirit wanted to treat 20 loyal customers Santa Fe; the birthplace and spiritual roots of the company. The first of many challenges was producing sizzle reel/teaser video to encourage people to apply.
Teaser Video
THE BRIEF
Create a sizzle reel video showing the majesty of New Mexico with its unique culture. Imbue it with a sense emotion, adventure, and a feeling of wanderlust
THE SOLUTION
Quick cuts of Santa Fe: the beauty, the people, the art, the activities, with an emotionally charged musical bed.
MY ROLE/CONTRIBUTION
Ideation/ Storyboarding/ Art direction/ Compiling footage/ Assisted with editing/ Worked in conjunction with our third party music company/ Type animation
Contest Mailer
MY ROLE/CONTRIBUTION
Art direction/ Layout/ Production
MY ROLE/CONTRIBUTION
Art Direction/Storyboarding/ Graphic Design/ Front-End developement/ UI: Formatting the / Assisted with copywriting/Formatting & structuring/Data Viz
40th ANNIVERSARY COMMERATIVE PACKS
THE BRIEF
Design a commemorative pack set to celebrate NAS’ 40th anniversary. Stay true to the Natural American Spirit brand.
THE SOLUTION
Incorporate the brand’s defining element — Tobacco Ingredients: Tobacco and Water — into the 40-year logo lockup, celebrating its purity and authenticity while reinforcing the brand’s legacy and value proposition.
Worthy of note: My design was chosen from over 200 entries by art directors and designers from both Berlin Cameron and VMLY&R through five rounds of intense scrutiny, both internally and by the client
EARTHDAY PACKS 2022
Every year for Earth Day, Natural American Spirit designs limited edition packs to commemorate the day. I designed the 2022 edition which was well received by the client and customers alike.
ORGANIC SUBPAGE ADDITION TO THE NAS WEBSITE
THE BRIEF
Create a dedicated organic section for their website that further promotes the company’s commitment to growing and producing organically, their people, and their the planet.
THE SOLUTION
We kept within the established brand guidelines while introducing a gritty visual style. We included video content and engaging interactive modules.
MY ROLE/CONTRIBUTION
Sole AD/designer: Ideation/Art Direction/Graphic Design/ Front-End Development (HTML, CSS)//UX Design (Information Architecture, Wireframing, Usability Testing)/ UI Design (Visual Design, Accessibility Compliance)/ Copywriting (SEO-Friendly Content)/ Media Creation (Images, Videos, Multimedia)/ Adjustments after launch with traffic data providing valuable information on CTR and site retention
The results were a three fold increase in site traffic. This addendum still serves as a comprehensive showcase for Natural American Spirit’s organic values.
Products page
People page
PLANET PAGE
Clicking START CHALLENGE in the “READY TO GET YOUR HANDS DIRTY” section took you to a Choose-Your-Own-Adventure that essentially took the player through the meticulous process Natural American Spirt goes through to ensure the consumer always gets the best possible experience when you use the product.
Interactive Book Module
