what if tobacco was discovered today?

CLIENT: Japanese Tobacco International PROBLEM: How to announce the radically new way of using tobacco? IDEA: Idea is to start imagining what would happen if tobacco was discovered today.  MY ROLE: concept + art direction + design 

Ploom aims to create totally new ways of enjoying tobacco, designed for today. This demands from us to radically rethink what tobacco is about and how it’s delivered to the user.  There’s a reason for our vision: ‘What we do is not new. Yet, how we do it has never been done before.’ We need to bring users in touch with this story of completely rethinking what tobacco is. We need them to start with a blank slate.