Blu, the industry leader in the $2 billion e-cigarette market, tasked Alderman with taking an existing commercial spot and sharpening its product focus making it more message-driven. Product proof points needed to find a home in the spot with an engaging, on-brand presentation that would not distract from the lifestyle montage featuring celebrity spokesperson Stephen Dorff. Intro and outro segments were created for the spot featuring the product with CGI animation. A graphic treatment consistent with the Blu brand was developed for use throughout the spot. The resulting commercial was used widely in national media and featured in AdWeek.

Directed/Shot by Jeremy Cohen and Ryan Ross.

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