Kyla Joyner
Client: MSCHF
*unofficial spec work*
Problem:
Young people are smoking again. D.A.R.E didn’t work and Gen-Z doesn’t care about getting cancer. The age of mass media has left many young people craving a return to physical and traditional items (vinyl collecting, trinket collection,etc). Vapes are out –– Cigs are in.
Solution:

What does the younger generation care about more than cancer? Our looks.

Each pack comes with a collectible trading card of random rarity, ranging from common to mythic. Return the whole pack, NO cigarettes missing, and get a guaranteed mythic card for your choice. Don’t care about collectibles and prefer a smoke? We won’t stop you.

Role:
Creative Director with Teo Almaguer
Vintage-style Lucky Lips ad: a smiling doctor holds the pack over the line “20,679 Physicians say Lucky Lips are less irritating. It’s toasted.” Vintage-style Lucky Lips ad: a 1930s woman with red lips over “To keep a slender figure no one can deny…” and an open pack Vintage-style Lucky Lips ad: a match lights a cigarette at red lips, “Come and kiss ’em baby!”, with the Lucky Lips pack
The real Lucky Lips pieces: a Bushwick Baddie trading card beside its lips card back, a closed pack, and an open Red pack with one cigarette pulled up Four Lucky Lips card backs fanned on brick, with two loose cigarettes and an open Menthol pack All four Lucky Lips packs in a row: Menthol, Silver, Red and Gold, each topped with “Quitting will make you hotter”