It’s All About the West” explores the core of the MCS brand territory through a bold and iconic installation. An oversized neon sign lights up the space, transforming MCS into a symbolic meeting place for people, stories, and shared values.
With this project, MCS embraces the original territory of Marlboro Classic, inherited as a legacy and reinterpreted with a renewed voice. The installation reaffirms the brand’s commitment to keeping alive the timeless strength and emotion of the American Dream—rooted in heritage, freedom, and authenticity.
Light becomes a language, amplifying the brand’s identity and creating an immediate, memorable visual statement.
Director and photographer: Pierluca De Carlo
