So I decided to make old Marlboro ads be the “bricks” that build the wall that Marlboro Sky is trying to break out of. I know that this whole thing seems to be an abstract concept but I chose to use the Pink Floyd concept because cigarettes smokers have typically been a staple of rock & roll. Rock and Roll embodies rebellion, which is something that the Marlboro Sky brand wants to have as a brand element. So instead of using the old school cowboy approach to embody rebellion, I chose the most classic form of rebellion there is…Rock & Roll music.
So now that I have explained it that way, hopefully you better understand the concept behind this whole project. It was a way of trying something new outside of the cowboy while obtaining the goal of the brand image. We still go there! So for my final steps I collected a bunch of old Marlboro ads and had them build up around the blue face as it they were holding Marlboro Sky back.
So taking the time to read this article took less than 45 minutes, of course, but you do not understand how long it took me to comprehend how stupid people can be. This article makes smokers literally look like jokers…
I think it definitely is important to pay attention to stupid news stories like these, especially when they take place in an area such as Texas where one could define that region as “Marlboro Country.”
One the subject of doodling, I realized that fashion designers, when coming up with a design always start out by drawing their vision out. For some designers this includes what the model wearing the garment will look like. After the garment is created, they work with a stylist to put together an outfit aimed towards the person who would wear such design.
Most designs have strong affiliations with the brand name of the designer, clothing designers, like cigarette brands, represent something about your personality. The person who wears Vivienne Westwood is somebody who is different from somebody who wear Acme, and the person who wear Acme is different than the person who wear Salvatore Ferragamo. The list could go on and on, but where would the Marlboro Sky person fit into all of this? What would they wear? How can we tie clothing in with the cigarette.
So here I created two outfits, one for a male and the other for a female. This is what I imagine a Marlboro Sky smoker would wear, my concept for Marlboro Sky is that it is watered down cowboy, it still has the Americana feel but is up-to-date with all the intricacies of the modern world.
In one of my earlier posts, I made a list of elements that you find in “cowboys,” so I decided to reference that list again and attempt to incorporate those elements into these outfits.
What the Marlboro Sky woman would wear…
The orange dress is reminiscent of a dessert sunset, while her turquoise jewelry is that kind you find out west. I noticed that cowboys wear a lot of fringe, an element borrowed from the Native Americans, so I gave her a fringe purse. I opted to not have her wear cowgirl boots because I found that to be cliche, I figured she would need something more updated and modern. My concept for her is that she is from what we would call “Marlboro Country” but gets along way better in the city.
What the Marlboro Sky man would wear…
I chose to use this younger & more cleaned up picture of John Wayne, because that essentially is the Marlboro Sky man, a young and refined urban cowboy. He wears a denim button up, reminiscent of the denim cowboys wore, and a sand colored blazer that is close to the southwest dirt. Instead of giving him cowboy boots, I wanted to stray away from the typical cliches and update him a bit. A pair of metallic loafers kick his look up a notch and his briefcase makes him ready to take on the city, not to mention he cruises around in a classic American muscle car.
My dilemma here is that when I teamed up with my partner, her and I decided not to draw anything, we found it more efficient to write things out because we preferred to get our thoughts out that way. We doodled but not much growth came from it. So in this next post I won’t be doodling, but I will in fact be finding doodles that relate to cowboys and the whole Americana ideal associated with Marlboro Sky.
As mentioned before, cigarettes are an emotionally driven product, most people smoke cigarettes and sift through their thoughts and emotions and whatever is bugging them that day.
One thing my history teacher said to me the other day that really stuck with me was that he had found a website that had all the Calvin & Hobbes comics ever created.
Calvin and Hobbes! Talk about the quintessential americana cartoon for kids, everybody read those comics, heck, I own four volumes of their collective comics.
Now for most people in America, no matter what age, those comics represent the “good times” when things in life were less complicated and a lot more simple because we read those comics when we were young, and that means we did not have to worry about taxes.
So I went through the comic archive to see any comic that could possibly serve as a metaphor between the relationship Marlboro had with Marlboro Sky…
For those of you who are not familiar with these two, Calvin likes to pretend that he is an astronaut and walks around shooting things with his lazer gun. Every time he pulls the trigger he exclaims “ZAAAAP!”
What makes this specific strip so funny & applicable to Marlboro and Marlboro Sky, is that he exclaims ZAP by default but then claims it is a caddle-prod. There are numerous cartoons showing Calvin & Hobbes playing, and almost always, at some point Calvin aims his lazer gun at Hobbes, and Hobbes has to correct him. It usually is in the form where Hobbes informs Calvin that cowboys don’t use lazer guns.
But now thanks to Marlboro Sky, they do! One could easily use Hobbes as a metaphor for the “classic” Marlboro Cowboy, while Calvin is the young and spritely Marlboro Sky cowboy.
So I have decided to do some research and find out what legitimate cowboys actually do out there in the great countryside. It is basically a compilation of what Marlboro does with his day.
Marlboro. . .
– rounds up cattle on the ranch
– does a cattle drive when needed
– carries around bandana/neckerchief to wipe of sweat & cover face when dusty winds blow
– occasionally goes out and hunts for certain animals in order to get food
– always had a pair of jeans and elaborate leather boots to wear
– polish spurs before heading to bed
So now that we have an idea of what Marlboro does with it’s day, what does Marlboro Sky do? What are the daily tasks that Marlboro Sky finds itself wrapped up in?
Marlboro Sky. . .
– rounds up coffee from the local coffee shop to take to fellow coworkers
– organizes a business meeting when needed
– carries around iPhone in order to stay aware of what is going on around.
– occasionally goes out and hunts for the newest restaurants and hot spots to hang out after work is over
– always had the newest and sleekest fashion trends, nothing gaudy, always just right
– downloads new event planning Apps before going to bed
Both seem to have a similarly structured day, both are busy but one is busier in a business urban environment while the other is busy out in the middle of nowhere. I feel like making this list and comparing the two mundane tasks of the brands helps me visualize more of the brand and what I need to give them.
This post ties into my idea that I had discussed earlier about Marlboro creating travel guides & also creating a “Thank You for Smoking” guide, which imitates Jaguar’s Great Drives.
So for this installation I went on a very long adventure…in the countryside (clearly it took more than 45 minutes of effort to get out here). Now I chose to go out into the middle of bumfuck to prove a point; one would not really take a normal cigarette out to a heavily forested area. Cigarette butts run the risk of not fully going out & catching the rest of nature on fire. Now we have “fire-safe” cigarettes but those aren’t foolproof and not to mention, if you leave your cigarette butt out in the wild I am sure one of Mother Nature’s creatures would snack on it. Leaving the poor animal with a nicotine kick.
My goal is to show that the Marlboro Sky cigarette is not only safer for you, but it also is safe for nature and the atmosphere surrounding you. Birds don’t have to stuff their lungs while they inhale your heavy smoke.
Not to mention, the countryside is home to people who ride horses…who else rides horses? COWBOYS. It is a sort of spin on “Marlboro Country.” So we touch base with the original Marlboro idea but we don’t get too carried away with it, I am not going to take you to a honky tonk but I will most certainly take you for an adventure where you can enjoy your cigarette while staring at the beautiful rugged mountains.
Out adventure takes place at the Middleburg Goodstone Inn & Estate.
This estate is filled with many manor homes that span from the late 1700’s up until the 1930’s. Because of the age of these buildings most of them do not allow indoor cigarette smoking, they also do not allow outdoor smoking because the cigarette butts will harm the environment. One thing it does say though? Electronic cigarettes allowed regardless. People who stay here at the estate must sign a compliancy form agreeing to the terms of the grounds, and there is a section that discusses smoking and the type of cigarettes allowed. Marlboro Sky smokers would thrive here.
One could leave their little rental manor and head over to the garden to pick morning strawberries while enjoying a Marlboro Sky cigarette. Even my dog approved of the place (only because of the strawberry patch).
What really makes Goodstone unique and tie into the Marlboro Sky cigarette is the fact that is a place that our clients would like. You can easily imagine a cleaned up rebel taking their time here on the farm. Which is what Marlboro Sky essentially is when compared to the Marlboro classic cigarettes. Marlboro Sky is the refined rebel who still keeps up with all the things that go under the category of Americana, but yet holds keeps it up with a newer and more streamlined sense of adventure.
I think it is also important to show our clients that technology is actually not hindering nature, in this case, it is helping keep it clean.
Oh and on my last note…
They have llamas here.
The second part of my Pink Floyd inspired Marlboro Sky cigarette has arrived. As you can see, I have painted the face of the man blue; it is the exact same shade of sky blue that I use for my redesigned Sky cigarette box and logo. The goal is to show “him” breaking out of the normal concept of what a Marlboro cigarette is. Open your mind and take a look into what a Marlboro Sky cigarette can be.
The color palette probably looks familiar.
So for this first process I have to paint carefully because the paper I used to sculpt the three-dimensional face is very delicate, so I have to paint it, let it dry fully and then do the next layers.
One wrong move and the face could just sink in or get a hole poked through it. After painting several layers I need to wait a full day for it to solidify.
The directive for this week is to prove that things took more than 45 minutes, and this one project clearly takes longer than that. Each step is done while keeping in mind that certain of the materials I make working with need to “set” for a bit before being completely useful.
So for this post, after letting the first layer of paint dry, each layer will contour the sculpture to make it look more and more like the iconic face from The Wall.
My next goal is to now create what constitutes the “wall” which represents the traditional aspect of the Marlboro brand. Stay tuned…