I worked on developing a visual campaign for the new range of Glo, focusing on the main differentiator versus the competition: capsules. B.A.T briefed us to move away from traditional, combustible-like comms to a more emotive, engaging, and disruptive visual language.
Neo capsules are [at the time of the campaign] a Glo exclusive feature and therefore a great opportunity to drive growth both from traditional combustibles users and competitors.​​​​​​​

The result is a suite of key visuals that effectively communicate the capsule nature of the product.
The treatment of flavour cues reinforces and emphasises
 the exclusivity of the Neo capsule within the market.
Visual Language

I developed the visual language behind the campaign, heroing the capsule and placing the pack
inside it which hinted at the lighter taste of the new product.
Using visual treatment around the capsule (such as the ice frosting, water spray etc.) obscured the health warning, further pushing it away from the traditional combustibles look and feel.
Client: British American Tobacco
Agency: Geometry Global 
Year: 2019
Software: Photoshop
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