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Hooten Young
Concept
Hooten Young’s Ma Deuce cigar was inspired by the legendary M2 Browning machine gun, a symbol deeply rooted in military history and familiar to the brand’s audience. The objective was to create a launch campaign that honored that heritage while distinguishing the product from traditional luxury cigar marketing, building a narrative directly connected to the inspiration behind its name.
Execution
The campaign centered on a simple but memorable idea: the cigar becomes the ammunition. Custom 3D compositions featuring ammunition belts constructed from cigars, military-inspired packaging, and hero product arrangements were developed as the foundation for the visual system. These assets were then integrated into an AI-assisted image generation workflow, enabling the creation of photorealistic campaign imagery while maintaining control over composition, product accuracy, and storytelling.
Results
The campaign delivered a distinctive visual identity that immediately connected the product to its military inspiration while standing apart within the cigar category. A scalable library of launch assets was produced for social media, retailer communications, sales materials, and product marketing, creating a cohesive campaign that reinforced both the product story and the Hooten Young brand.