NEWPORT — LIMITED-TIME PACKS
OVERVIEW
For Newport’s 2021 Limited-time campaign, we wanted to turn a seasonal pack launch into a moment that gave fans something worth talking about, and backed it with real streetwear credibility.
STRATEGY
Always working within tight regulatory boundaries, but that didn’t mean playing it safe. The strategy centered around streetwear, through a retro analogue hand-made aesthetic lens, to create limited-edition packs that felt authentic, bold, and culturally connected, turning a product drop into a fan-first activation.
OUTPUT
I led visual concept and design direction, collaborating with three fashion designers, Nigel Xavier, Fred Foster & Misslawn, to create nine streetwear-inspired packs. I ran all the marketing output for the launch: direct mailers, email campaigns announcing each designer’s drop, competition updates, video content spotlighting the creative process, website layouts, and the on-pack designs themselves. We used VHS textures, distorted scans, and handmade elements across every touchpoint, video, motion, print, and digital. I kept everything cohesive from pack to platform, building anticipation with each designer reveal while managing fan competitions that deepened engagement throughout the campaign.
IMPACT
The campaign hit. The packs sold out within minutes and are still being resold online as collectibles, obviously, minus the cigarettes. More importantly, it positioned the seasonal launch as a genuine cultural moment and reinforced Newport’s bold, street-smart identity with the people who matter most, the consumers.
