Cohiba Cigars - Brand Refresh

In 2019, Scandinavian Tobacco Group revitalized the image of its most premium brand, Cohiba Cigars, with a line-wide redesign. They would debut their fresh aesthetic with the launch of the newest additions to their portfolio—the Cohiba Connecticut and the Cohiba Serie M—and position it alongside premium content featuring their popular brand ambassador, Sean Williams.

Responsibilities:

• Scouted and secured locations.

• Compiled shot lists, schedules, and plans of attack.

• Coordinated the shoot both on-site and in-studio and kept the project to schedule.

• Directed talent and content creation to adhere to brand strategy and tonality.

• Combed through still and video content to pick selects that would best position the brand for a luxurious angle.

• Developed and executed publishing strategy to support the product launches and reveals both on the brand’s and Sean Williams’ pages.