FUME x NICKY JAM

2023// COMMERCIAL & CAMPAIGN // E-CIG & MUSIC INDUSTRY

Fume approached Aeri and Don’t Blink Media to develop a product launch campaign in collaboration with Nicky Jam, aiming for a creative narrative beyond conventional commercial norms. Director Steven Quach crafted a storyline centered around espionage. With a tight five-day deadline for preproduction in Miami, the team efficiently assembled resources. Despite challenging weather conditions on the shoot day, the team pivoted effectively, wrapping up just 15 minutes before the scheduled end. The campaign's release was highly successful, amassing over 4 million views on social media within 48 hours.