The team at Airtype was tasked to reimagine the Camel brand online through a new campaign called “Taste it all”. This new mantra for Camel connected the brand to real people and real experiences rather than the rare occasions of someone on a deserted island surrounded by palm trees and pyramids. Taste it all is a concept that evokes an attitude of discovery, a willingness to unearth the good in life. It should be both aspiration and accessible at the same time.
Creative Direction, UX & Design — Pitchwork