Ploom at Milan Design Week
For Milan Design Week 2026, CTRL Pictures was Ploom's on-site content team. We captured the brand's activation in Milan as it happened and delivered ready-to-post content to seven markets while the event was still running.
Tobacco is one of the most restricted categories to market. Every asset was built for each market's formats and compliance requirements from the first frame, so local teams could publish the same day.
Seven markets. Six days.
125 posts published across seven markets during the week, including 40 reels and 67 stories, reaching 470K impressions.
The Process
Live capture. Photo and video crews covered the space, the guests and the brand moments across the full week.
Same-day edits. Editors cut reels and stories on site and delivered them in each market's formats, ready to post.
Paid media. We turned the campaign key visuals into graphic assets for paid media, which performed better than expected.
The playbook. The planning and delivery system we built in Milan became the foundation for Ploom's Ibizate activation six weeks later.
