IQOS — 10 Years

Developed in collaboration with Burn Agency, this project marked the celebration of 10 years of IQOS in Portugal alongside the launch of ILUMA i PRIME. Our role focused on Art Direction, translating the international concept Together X into a strong and cohesive narrative. Built around the idea of “Treasure”, the concept positioned long-term partners and stakeholders as the brand’s most valuable asset, shaping the emotional foundation of the event. Through the creative framework X marks the spot, the art direction guided the visual language, atmosphere and spatial storytelling of the celebration. From the tone of communication to the scenographic vision for the product reveal, every visual decision reinforced exclusivity, community and innovation. The result was a conceptually driven and visually coherent experience that elevated a corporate milestone into a memorable and brand-aligned celebration.