With a difficult audience to reach (male adults, ages 18-24), the campaigns’ success relied heavily on a creative concept that would:
- Capture attention
- Resonate with the audience
We focused on the appeal of cigars and set out to debunk the intrigue and romanticism often associated with them. Through several brainstorming sessions, the ‘Close, But No Cigar’ campaign was conceptualized. Scripting, storyboards, and animatics helped bring it to life as three motion graphic ads.