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Black & Mild
The Brief
Cigars don't get talked about the way dip or moist snuff does — the ritual is slower, more social, more public. Black & Mild also carries something most tobacco brands never have to think about: real cultural weight, built up over decades in Black culture specifically. You can't borrow that. You can only earn it, or blow it.
The Idea
The line became a whole brand philosophy, not just a tagline — one that could hold a tagline anthem, a documentary series, and a product launch without ever having to repeat itself. Same idea, evolving instead of standing still.
Chapter One
The anthem. Three environments, one attitude — an alley, a lounge, a rooftop at golden hour. Wherever you actually are is the only place that matters.
Chapter Two
The brand's voice matured from tagline to documentary — real people, real music culture, no super text pushing a line at you. A bus driver's day around Chicago. A record collector's crates.
Chapter Three
The launch film for Taste & Aroma — a product line named after the same idea the brand had been building toward the whole time. Two things, combined, into something more elevated than either alone.
Client
Black & Mild
Category
Cigars
Partners
ADs: Caroline Ross, Yi Ma