Philip Morris Ljubljana (PML)
Three stories that bring people together
Live morning shows for employees and partners during lockdown, a video for the company's 35th anniversary and a film of a prestigious launch event. Three briefs, three formats, one common thread: bringing people together.
- Client
- Philip Morris Ljubljana (PML)
- Year
- 2019–2026
We have been working with Philip Morris Ljubljana for years. In that time, we have created very different stories for the company.
During lockdown, we connected employees and business partners through live morning shows. For the company's 35th anniversary, we turned its achievements into five visual worlds. And we captured a prestigious launch event in a dynamic video.
- 3
- projects, each in its own format
- 30 minutes
- live morning shows at 9 am
- 5
- worlds of success in the 35th anniversary video
- 4
- versions of the video from one production
01Let it roll: morning shows in lockdown
When the pandemic closed offices and ruled out events, Philip Morris Ljubljana needed a way to keep its employees and business partners connected.
Together with New Moment Ljubljana, we created Philip Morris xStream, a series of online events. It took Philip Mornings, the company's morning get-togethers over coffee, online. We developed the content concept and handled production and direction.
Format
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01
Every morning at 9 am
30-minute live shows over morning coffee, filmed in a studio or a safe location in Full HD.
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02
By invitation only
The shows were streamed exclusively through private links.
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03
Two audiences
Content for employees and for business partners was clearly separated, mainly through interactive endings.
Three content strands and extras
Light content to make viewers smile, relax and unwind over their morning coffee.
The programme included short live concerts (Senidah, Neomi, Gušti, Maja Keuc), interactive stand-up (Boštjan Gorenc - Pižama, Tin Vodopivec), morning yoga with Tanja Vidmar Petkovič and a workout with Challe Salle. There was also cooking (KUCHA, Bine Volčič), wine culture and tips on business dress (Barbara Žgalin), tidying up a home workspace and memory (Nik Škrlec).
At the end, employees answered prize questions.
Workshops and talks for new skills, better organisation and psychological empowerment.
Topics: working from home and work-life balance (Nina Gaspari), the power of the mind (Tina Maze), the six thinking hats method (Nastja Mulej), leadership and personal growth (Nataša Briški), nonviolent communication (Katja Zabukovec Kerin), executive coaching (Nika Deu), personal finance (Loti Natalija Zupančič), the economy after the pandemic (Center for Business Excellence) and stock markets in a crisis (Branko Drobnak).
Plus success stories: the Slovenian brand 4 KIDS AND US, Ksenija Benedetti's book Kažipoti and Ekologi brez meja on staying safe without plastic during the pandemic. Every talk ended with homework.
Philip Morris's business partners presented their innovative approaches and challenges.
New Moment Ljubljana on the future of marketing, Futura on putting customers at the centre of business, Donar on recycled furniture and design, Petrol on transformation and the search for a sustainable business model. We presented the brand newsroom concept and content marketing.
The partner shows ended with a prize draw with challenges.
Between shows, employees received a weekly programme of selected content for Teams.
Virtual exhibitions of the National Museum and the National Gallery of Slovenia, free drawing classes by renowned illustrators, online tours of world museums, music sets and major online concerts, and educational videos on handling the crisis, social distancing and hygiene.
Remote production. Performers appeared from a studio or from home. For home shows, our crew brought and set up the equipment in line with all safety measures. Or we directed performers remotely over a video call and brought their live feed into the control room at our office.
This kept employees and partners connected, informed and motivated even in complete social isolation.
0235 years: five worlds of success
For its 35th anniversary, Philip Morris Ljubljana wanted a video for several occasions: the internal celebration, employees' LinkedIn profiles and an event with business partners. It was to highlight the company's transformation, its people, its partnerships and its economic role in Slovenia.
We developed the concept and produced the video. Instead of looking back, we looked ahead. The video opens with the question “Why will we continue to be successful?” The answer lies in what the company has already achieved.
»For thirty-five years, we have been building worlds of success.«
The video's opening line
We defined five areas of success. Each got its own world, a visual metaphor that takes the viewer on a dynamic journey. The data are not just stated but revealed in surprising ways: each one is a portal into the next world.
Five worlds, five characters
Sky and clouds are the opposite of smoke: open space and clean air.
The world of the company's transformation. Data form out of bubbles and peek out from behind the clouds.
A flock is made of individual birds, yet they fly in formation, in the same direction.
So do the people in the company: individual contributions that move the company forward together. The flock writes out the figures on employees, then one bird lands on a branch that grows out of the next world.
A forest is a connected system that forms one ecosystem.
The same goes for the network of partners across Slovenia. Data emerge from treetops, trunks and moss.
A field is the most direct metaphor for growth.
The company's economic impact works the same way: business success turns into growth for the wider community. Data grow out of the field, with a city of the future on the horizon.
Clean water stands for care for the community and sustainability, the city for the future.
A look into the fountain reveals a figure made of water. Then all five worlds merge into one: together they form the PML 35 mark, each character carrying the texture of the world it came from.
We created the photorealistic worlds with the help of AI tools and combined them with footage shot in the office. Every figure has a verified source, and we agreed the script and data with the client before production.
One production, four versions
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01
Main version
The full, connected story. It opens with a question, and the whole video answers it.
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02
By chapter
Five separate videos, one for each world. Each starts and ends with the PML 35 mark and invites viewers to discover the other worlds.
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03
For partners
The visuals stay the same, but the narration speaks to partners throughout and links the achievements to them.
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04
New Year's greeting
The narration and worlds are adapted for the new year, and “Happy 2027” replaces the PML 35 mark.
03Launch: an event captured on video
We filmed and edited a prestigious event at which Philip Morris presented a new product. It took place at Studio Vibe Film, with performances by Jaša & Meta, Mitja Bokun, F&B acrobatics, Susnyara, Luka Jezeršek, Bine Volčič, Laibach and the Slovenian National Ballet choir.
The result is a dynamic video that captures the atmosphere of the evening in three minutes.
04The common thread
An event, a series of shows and a video are three very different formats. But the task was the same every time: to connect the people who build the company with a story they can share. Employees, partners and guests alike.
05Where this project sits in our matrix
We work across all of these layers, and any combination is possible.
- Who we work for
- Executive leadershipCorporate communicationsHRMarketingPublic sector
- Project scope
- Small brand story (e.g. a single video)Always-on communicationBig brand story (a full campaign)Leadership transformation
- Levels of work
- Strategy and creative developmentImplementationProduction
- What we improve
- ProcessesRelationshipsContent
- Approach
- StrategicDigital and AI-poweredCreativeAdvisory
- Duration
- Short-term (up to 3 months)Mid-term (3–12 months)Long-term (a year or more)
- What we create
- DocumentsPresentationsVisual identitiesDesignWebsitesSocial mediaCopywritingPhotographyVideo storiesAnimationsPodcastsEventsWorkshops