Invested In
America
Client
PMI US
Year
2025
Role
Sr. Art Director
Results & Recognitions
Secured millions of impressions on top U.S. business and political outlets. Strong engagement on native placements showed the campaign reached policymakers and business leaders. Using premium "High Impact" units like Front Page Sky Boxes and Jewel Boxes reinforced the brand as a lasting, responsible presence in the American landscape.
As PMI U.S. established its presence following the acquisition of Swedish Match, the company needed a definitive narrative to introduce itself to American decision-makers. "Invested in America" was launched as a bold, multi-year campaign to spotlight PMI's commitment to U.S. economic growth, job creation, and its mission to replace cigarettes with scientifically substantiated smoke-free alternatives.
Challenge
Making "Investment" Tangible. The hurdle was transforming abstract corporate data into a human-centric narrative. As Art Director, I had to ideate a visual system that felt authoritative enough for the Wall Street Journal yet modern enough for a Semafor digital takeover—all while shifting the brand's perception from "tobacco leader" to "manufacturing powerhouse."
Approach
We utilized a high-impact, condensed sans-serif typeface for the "INVESTED IN AMERICA" lockup to convey strength and authority across all media, from full-page print to mobile banners.
The design language integrated architectural lines and grid-based layouts, mirroring the precision of PMI’s advanced R&D and manufacturing facilities.
We moved away from corporate stock tropes in favor of heroic, high-contrast photography. We featured actual American workers and structural steel against vast horizons to symbolize a company that is quite literally "building" the future of public health in the U.S..
Results
Achieved millions of impressions across the nation’s most influential policy and business platforms.
Successfully established PMI U.S. as a major domestic economic player focused on job creation and science-led innovation.
Cemented a "permanent" brand presence within the D.C. and NYC business landscape.