Photographer Joe Giacomet captured the new visuals for the Airwaves “Ride The Airwaves” campaign, developed by T&Pm. His images highlight the brand’s concept of bringing a menthol thrill to everyday moments.
 

Inspired by real fan comments, the campaign explores how Airwaves delivers a refreshing kick during flat parts of the day. Joe’s photography supports a broader, integrated campaign that includes TV, digital, and social media. Launched in the UK in February, the campaign is now live across Europe, Central Eurasia, MEA, and Asia.