When traditional advertising isn't an option, the content has to be good enough to carry the whole brand on its own.

The Hump Zine was a biannual print publication for Camel customers built around lifestyle, art, fashion, and culture. No product pitches. No traditional marketing. Just genuinely interesting content designed to spark conversation and keep the brand relevant with its most valued audiences.

As content strategist on the account, I developed the editorial framework, managed relationships with artists, photographers, and contributors, developed the geo-targeted audience strategy, and oversaw physical print production from format to finish. Every issue was designed with the originality of the target customer in mind.