I was part of a team tasked with creating a unique and innovative campaign to introduce three new Lucky Strike products to the Indonesian market.
Based on the findings of market research, we hit on a graphic novel look and feel for the campaign. 
This was a brave departure for the brand and the Indonesian market, but one that would really resonate with the target audience.
Working with a copywriter, first we created the characters and their attributes that would represent each variant in the range. Once we had finalised these, we went on to develop their style and look, write a storyline for them and then storyboard out each short story.
We then enlisted the help of a professional graphic novel artist to bring our vision to life before incorporating the illustrations into the campaign key visuals and accompanying graphic novels.

The campaign was an instant success – capturing the imagination and creating high level WOM and buzz.
Product sales exceeded initial estimates, with thousands of copies of the first issue of the ‘Strike’ graphic novel shifted.
Client: British American Tobacco
Agency: Geometry Global
Year: 2018
Software: Photoshop / InDesign
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