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Strategy & Design

S84 Shade to Black

Client

Drew Estate Cigars

Industry

Tobacco

Date

2023-24

Working with three industry icons to launch the new S84 Shade to Black cigar by Drew Estate

One of the biggest challenges when Blackened was launch was how to bering in the 50% of the band who were sober and would never be able to interact with the alcohol. One of lead singer James Hatfield's true passions is cigars, and so it was a natural extension of the brand to partner with Drew Estate, the global leader in cigars, to create the Blackened Cigar brand. Since the brand was created and launched during COVID this was the first time the three founders and creators had been able to sit down to discuss the brand and it's products.

FOR THIS PROJECT WE PROVIDED:
  • • Creative direction
  • • Video direction
  • • Photography
  • • Photo retouching

Video

We worked with Animal Studios to direct and produce multiple long form interview between James Hatfield, Rob Dietrich, and Jonathan Drew about the Blackened cigar line, and the launch of their new S84 cigar.

Announcement video
YouTube Live reveal
8mm footage

Photography

We shot all promo photography on site of that were used in the launch and social media promotions of the S84

Behind the scenes

We shot everything at The Brown Palace in Denver, CO with Animal Studios

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