To introduce IQOS, a first-of-its-kind product offering adult smokers a smoke-free alternative, we designed and produced an immersive launch event during F1 weekend in Miami. The experience combined education with unforgettable entertainment, culminating in a performance by Lauryn Hill and Wyclef Jean.
 

Unlike traditional cigarettes, IQOS heats tobacco rather than burning it; a key differentiator that inspired the creative direction of the event. We developed a series of activations that brought this concept to life:
 

• Fireless dancers energized the crowd using LED ribbons instead of flames.

• A live muralist created an interactive artwork with heat-activated paint that transformed with body heat.

• Permanent jewelry artists fused custom bracelets for guests using heat as their medium.

• A thermal photographer captured attendees against AI-generated backdrops, visualizing their body heat in dynamic, colorful imagery.
   

The event not only educated attendees on IQOS’ benefits but also generated strong publicity and buzz in a high-profile market, helping to position the brand as both innovative and lifestyle-driven. We continue to partner with the IQOS team on creative strategies to educate their audience and support their entry into new markets across the country.