‘Trust Your Vapour’ in New Campaign for Airgraft

Today FutureDeluxe - the experimental creative studio best known for its moving image, design and technology work for clients including Apple, Google, Nike and The BBC - will release the first ever ad campaign for Airgraft, the cannabis vaporisation tech company that has raised $33m USD in funding since launching in beta in late 2018.

The campaign centres on a 45-second brand film introducing the elegant ceramic Airgraft Clean Vaporizer and encrypted and verified SecurePod. The film aims to present the brand’s purpose - respect for the wellbeing of our bodies and the plants we consume – whilst highlighting the high-end product design and a suite of unique technologies that address safety, transparency, advanced vaporisation and portion control.

The Trust Your Vapor campaign breaks tomorrow across publishers including Vice and Complex. The campaign also includes connected TV, search / PPC, social and influencer marketing. The launch coincides with the announcement of a world-first partnership with artesian Californian cannabis grower, A Golden State, known for their commitment to quality (including watering their organic and regeneratively grown plants with snowmelt from Mount Shasta at exactly 44 degrees Fahrenheit).

Led by CEO Mladen Barbaric, a former elite swimmer turned supercar designer, Airgraft aspires to bring its key values of superior aesthetic, technical innovation and transparent provenance to the burgeoning cannabis industry.

The company designs, develops, and sells vaporisation hardware and software and was founded by a multinational team of designers, engineers, scientists and technologists with experience in wearables, health-tech, connected devices and brand launches – including several poached from the advertising industry including executive creative director, Davor Krvavac, formerly ECD at B-Reel and AKQA in London.

“We are obsessive. Whether it’s the minutia of industrial design, engineering, experience or typography, everything must be just so,” said Krvavac. “In FutureDeluxe we’ve found kindred spirits who share our obsession with craft and quality. Airgraft was founded to bring the next level thinking to vaporization and the cannabis category and FutureDeluxe is the perfect partner to help us tell that story.”

“At FutureDeluxe we partner with progressive brands who respect the craft and have ambition to push the creative in new and innovative directions,” said Andrew Jones, Founder and ECD of FutureDeluxe. “We are a diverse team of artists, directors, designers, and creative technologists, so experimentation, R&D and collaboration are our core. Airgraft has been an amazing fit for us as a client: we've loved being part of their journey to develop a premium consumer brand and bring it to life visually."