Background
Faced with legal ramifications that forced Philip Morris to remove themselves from all print, radio, TV, and outdoor advertising for nearly two decades, the decision was made to move the Marlboro brand online.

Solution
The effort needed to be big, premium, and a rebirth of sorts from a brand that had essentially been dormant in any major marketing channel aside from direct mail. The result was a $10MM site boasting well polished design with an interactive interface that invited the user to rediscover the brand and The Man himself. This invitation gave users the reigns to explore The Marlboro Ranch and Marlboro Country in an immersive visual playground. Entertainment, quality of design, and an experience true to the premium nature of the brand can be found on every page.

Result
In the first two months alone, the site saw over two million visitors.

My Role
After helping create the visual interface and concept for the immersive experience of each section, I was assigned as the digital creative lead for the project. Over the next six months, I co-managed a team of 10 core creatives (designers, writers and animators) and presented work on a weekly basis to the Philip Morris CMO and several VP marketing heads at their headquarters in Richmond, VA.

Due to legal restrictions, I cannot post any screenshots of this site. Please contact me for requests.