From launches to rapid-response campaigns
Over several years I directed multiple high-profile campaigns for Newport, spanning both planned launches and urgent, time-sensitive responses. My work included leading the creative direction for Newport EXP, the brand’s first move into a new premium product launch developed in response to emerging menthol bans. I crafted a bold, flavour-forward visual language that set the product apart while aligning it with Newport’s heritage.
I also oversaw the California menthol ban response, where I coordinated rapid creative development and rollout under severe time constraints, ensuring compliance while retaining brand impact. Additionally, I managed the relaunch of Red and Gold packs, modernising their positioning through refreshed design and messaging. Alongside these, I consistently produced and updated content for Newport Lounge, maintaining the platform as a vibrant, always-on engagement tool for the brand.
Consistency across every touchpoint
My role spanned concept development, visual design, campaign messaging, and end-to-end rollout across multiple consumer touchpoints including email, direct mail, POS, and digital channels. I worked closely with internal teams and external partners to keep design execution on brand while adapting quickly to shifting regulatory and market conditions.
By balancing fast-turnaround campaigns with longer-term brand-building efforts, I ensured Newport’s communications remained both creatively ambitious and strategically aligned. This multi-campaign body of work demonstrated my ability to manage diverse creative streams, deliver under pressure, and maintain a strong, cohesive brand presence across every activation.
