Camel

Camel’s brand is defined by splashes of color and contrast. The iconic cigarette brand invites you to uncage your originality and push it to the limit. This multimedia campaign utilized audio recording software to modernize Camel’s century-old brand. Consumers were invited to create original music using artist/producer-collected sounds.

On launch day, the mobile campaign garnered over 200,000 unique clicks. In addition, we created direct mail promotions and product packaging to support the initiative. I designed the artwork for each piece of collateral—all assets complement each other to create one cohesive design.

Open Sound

I was fortunate to design and concept fully integrated campaigns. This one was one of the most successful Campains Camel has done. It was called Open Sound. Create your own beats created from artist. This included, web/mobile, direct mail, email and events. We surpassed over 1 million created songs within 12 weeks, and probably created thousands of DJs along the way.