Marlboro - Filter Black TVC

Challenge:

Intensity and modern sophistication. The challenge was to create a visually striking 15-second TVC that would communicate the product’s new pack design and distinctive character while aligning with strict advertising regulations and the brand’s premium image.

Solution:

We developed a cinematic, high-energy film set against a futuristic cityscape, symbolizing boldness and individuality. Using dynamic choreography, dramatic lighting, and visual effects, the narrative captures the spirit of confidence and modern rebellion. The result was a sleek, visually impactful TVC that successfully introduced Marlboro Filter Black to the Indonesian market, reinforcing the brand’s evolution while staying true to its iconic DNA.

Role: Creative Dircetor
Agency: Leo Burnett
Team: Executive Creative Director – Ravi Shanker, Production - Nayfosindo