Freedom
Key Visuals
Illustration
A set of illustrations used as Key Visuals for two separate local 'freedom' campaigns for cigarette brand, Winston.
Project Background
It's Winston Time
The cigarette brand Winston launched two local PRINT campaigns in the Philippines to increase their brand awareness/preference.
I was on-boarded in the project during the production stage to execute the illustrations. After launching the run of the first campaign, I also helped on the second (sustaining) campaign.
The visual & copy work hand-in-hand to paint a moment: enjoying your time with a Winston cigarette.
The Process
The process was fairly simple. Since the art direction was already set, we went with a sketch-to-render process that took about 3-4 weeks.
Composition Sketches
To save on revisions in the render stage, we started with colored sketches to nail the composition earlier on. Pictured below: the initial compositions (some of them didn't make it as final renders).
Sketches to Renders
After getting approval on general composition, I proceeded to render the final illustrations.
Pictured below: Side-by-side comparisons of some of the compositions from sketched to rendered.
The Rendered Illustrations
Final Material
The finished layouts were used as nation-wide PRINT collaterals.
The pictures below are mock-ups only (cigarette advertising are strict locally and are only implemented in certain places/executions).
Illustrator: Mariel Empit
Creative Director: Cj De Silva
Business Unit Director: Noelle Segundo
Executive Print Producer: Dennis Carlos
Art Director: Monica Chico & Christine Acuna
Copywriter: Inez Jayme
Account Management: Angel Morales
Print Producer: Bianca Bunagan
Project List:
+ Freedom Key Visuals