Philip Morris came to Psyop to develop a marketing campaign for their new tobacco heating system, IQOS. They shared with us their vision and mission to become greater than a leading cigarette company by venturing towards smoke-free products that are healthier and cleaner than regular cigarettes.

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In order to re-invent the brand image, we created this joyful and swift hummingbird mascot to represent the brand's commitment to driving better and natural ways to enjoy tobacco. As the hummingbird consumes the nectar from the tobacco flower that has been naturally heated, now you can do so, too, all thanks to the revolutionary IQOS.

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As an art director and a lead designer, I worked closely with the agency and the client, overseeing the production of IQOS's global video and print campaign.