THE CHESTERFIELD REDESIGN SERIES // CROWN
For the international Chesterfield packaging redesign we conceptualized, directed and produced three different spots, each with its own style and mood. The first, CROWN, focuses on the new features introduced together with the launch of the new package designs. We designed the spot as a 3D animation, taking place in a mystic environment mainly defined by light strokes and molecular-like structures. These strokes and structures generate several intriguing, three-dimensional info-graphics throughout the spot. Their appearance is triggered by our main light stroke that guides the viewer through the space. Only at the end, during the pack-shot, the whole secret around the redesign is revealed. An abstract light-stroke version of the new packaging transforms into a real one, which marks the first time the redesign is shown to the viewer. The mood and style of the spot stems from elaborate light installations and stage designs.
Philip Morris International
Avantgarde Gesellschaft für Kommunikation mbH
CONCEPT & DIRECTION