THE CHESTERFIELD REDESIGN SERIES // UNIVERSE
Universe is the third and concluding spot we developed and realized for the international Chesterfield redesign series. A racy ride through the outer rim of Chesterfield galaxy. For the launch of the colourful, Aian redesign we created a spot in the visual language of an actual superhero movie spiced with a well composed mixture of 2D and 3D motion graphics. Just like typical superheroes, the new Chesterfield packs are unmistakably color-coded and each of them is equipped with a unique feature. Over the duration of the spot we unfold their new appearance only step-by-step and reveal their distinctive attributes. Just before the packs get together for a striking pack shot, each of them flies through its own part of the universe. During this segment we designed the environments in such a way that they emphasize the individual characteristic of the particular packaging.
Philip Morris International
Avantgarde Gesellschaft für Kommunikation mbH
CONCEPT & DIRECTION