philip morris


Philip Morris is going smoke-free. This series of educational films illustrate what IQOS is, how it works and the science behind this product.


A new perspective

IQOS is a Heated Tobacco technology designed by Philip Morris International to offer adult smokers an alternative to smoking. Thanks to sophisticated electronics, this device heats specially designed heated tobacco units up to 350°C, without combustion, fire, ash, or smoke. UNIT9 was commissioned to produce a series of educational films to show the key features and benefits of this new way of smoking by using several optical illusions.

I supported the research and design of the physical objects and graphics for the optical illusions used in these films. A challenging project led by Creative Director Sean Pruen.

"The future belongs to those who learn more skills and combine them in creative ways." Robert Greene