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Work In Progress was a cultural initiative that boldly and proactively repositioned the Camel brand, enhancing its relevance and building consumer loyalty during a period of accelerated and unprecedented change in the industry.
It placed Camel on the cutting edge of contemporary culture by commissioning new works in film, fashion and the visual and performing arts, and creating a unique and memorable Camel presence at cultural events, clubs, leading galleries contemporary art centers, and art and film festivals nationally.
Work In Progress engaged the best international talent to create new works including commissioned limited edition packs by Damien Hirst, Nan Goldin and Christopher Chiappas, media works by Kay Rosen and the Snorri Bros, original drawings by Marcel Dzama, and artist t-shirts by Vik Muniz and others. It also produced and distributed cultural guides in partnership with the Village Voice and the Chicago Reader, and presented screenings of artist films by Sophie Calle, Cindy Sherman, the Wooster Group, and performances by Sarah Jones, Marc Ribot, and Jim Carroll, among many others.
Work In Progress celebrated the taboo-breaking energy of the creative spirit and the value of individual freedom within a community of responsible consumers. It presented the most exciting and provocative new art, powerfully linking the brand to passionate and influential consumers dedicated to exploring the outer limits of expression, searching for, and responding to, the most intense new cultural experiences.
video: Excerpt from the Snorri Bros. film “Rover”, commissioned by Camel Work In Progress.