Project: VUSE Film & Motion

Client: R.J. Reynolds

Disciplines: Treatment  |  Script Writing  |  Storyboarding  |  Production  |  Co-Director

CREATING THE COMPLETE PICTURE

Big tobacco hadn’t advertised on TV for nearly 30 years.

With their new product and brand dominating the e-cigarette category, TV was the perfect platform. A huge opportunity to leverage R.J. Reynolds 100 years of tobacco expertise, credibility that no other brand or company could match or claim.

Great taste and satisfaction is of paramount importance to any tobacco consumer and with a technologically superior product, enabling an even superior vapor experience, TV was a  guaranteed medium to strengthen category leadership. 

We created four commercials, each interlinked and related, telling the complete story of VUSE, all in under 2 minutes. This was about leveraging tangable points of difference, bringing both the brand and product to life through a mix of dynamic visuals and genuine storytelling.

Designed & Assembled in the USA - Heritage, knowledge and expertise
Design Simplicity - Effortless use through advanced technology 
New Flavors - Great taste and satisfaction
R.J. Reynolds Quality Commitment - Corporate responsibility

This was a large scale production utilising full size sets, modelmaking and CGI with a 50 strong film crew and director on board for each $250,000 commercial. There were also legal obstacles to navigate and overcome throughout the 6 month timeline, always challenging us, right up until the 11th hour.

This was film making at its fastest…in every sense of the word.

Impact

6% market share growth within 4 months of airing on US network television.

DESIGNED & ASSEMBLED IN THE USA

DESIGN SIMPLICITY

R.J. REYNOLDS QUALITY COMMITMENT

NEW FLAVOR LAUNCH