Key visual for a 2.5-day training that refocused PMI’s sales force on execution at the point of sale, during the company’s move to a smoke-free business. The title works twice: “no vendas humo” is Spanish for “don’t make empty promises”.
- Role
- Concept, art direction, AI imagery
- Agency
- HD* Human Design Doing
- Program
- 2.5-day training
Back to thefundamentals
PMI is moving towards a smoke-free, multi-category business. Its sales force had lost focus on core operational tasks, so the program had to rebuild ownership and execution at the point of sale.
days of intensive training, plus post-training follow-up.
shared vision for every collaborator: the “Perfect PMI Store”.
Don’t sell smoke
In Spanish, “vender humo” means making empty promises. For a company leaving smoke behind, the phrase becomes a double message: deliver real results, and let the smoke go.
Letters made of smoke, about to disappear.
From a brush stroketo a campaign
I painted the lettering by hand to control the composition, then used it as a structure reference in Firefly. The red box shows how I scan each round to pick the keeper.
Hand-painted in Photoshop to lock the layout.
First results, then a second round after adjusting prompt and settings.
Retouched and composed with the brand.
Prompt reconstructed from the project. Exact settings to be confirmed.
Same idea,two moments
Drag the handle to compare the hand-painted reference with the final key visual.
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