Animal

.pouches is a smoke-free ni****ne pouch, a category that’s huge in the US and Europe (just ask Sweden, where it’s practically a way of life!).

We’re seeing everyone from pro athletes to coding wizards – anyone who’s a true ni****ne enthusiast – make the switch. Why? Because it’s a cleaner, smarter way to get your fix.

Our (ongoing) partnership with Rush began by defining its core promise, where our mission was to capture that electric moment of satisfaction Rush brings. Hence, we landed on the tagline, ‘A damn good feeling’.

With that North Star in place, we developed a suite of bold, hyperbolic creatives. These visuals plunge you into hyper-real scenarios that are as inventive and vibrant as the brand itself, all designed to evoke that signature...well, Rush.

Project team:
Head of creative: .choudhury.5
Strategist:
Account Management head:
Creative team: .atul
Accounts team:

The Smirnoff Project is ’s cultural platform, designed to live beyond the bottle. We were tasked to do the identity for the same.

The Smirnoff Project is where ‘We Do We’, their campaign line, comes to life – as ideas, collabs, and culture-led initiatives. So, we made the identity young, bold, and simply colourful.

The identity was made for Gen Z (those above LDA, of course), and built around how they really function as a collective, not individuals.

Our aim was to create something flexible, expressive, and always evolving. Because culture hits different when it’s we, not me.