IQOS
This bold collab turned the IQOS stores and device into a canvas for Miguel Caravaca’s iconic art— redefining the rules.
In 2024, IQOS partnered with celebrated Spanish artist Miguel Caravaca to launch their Game Changers campaign in the Art space —a bold, limited-edition collaboration that fused art and innovation. At the helm of this cultural moment was Zonda, the creative agency behind the talent sourcing, concept, creative direction, and execution of the campaign.
Year
2024
Client
IQOS
Scope
Creative direction, Talent Sourcing & Conceptualisation & Design
Zonda transformed the IQOS stores across Spain and devices into a canvas for Caravaca’s expressive style—vibrant strokes, abstract faces, and unapologetic color—reframing the device as a symbol of progress, personality, and creative rebellion. The result was more than a product—it was a movement.
Game Changer became a visual manifesto for those challenging norms and reshaping culture, powered by Zonda’s strategic vision and Caravaca’s unmistakable art. Unveiled across Stores in Spain and Andorra.
