• by Nina Lentini  @Nina_Lentini, April 4, 2016

Charlotte, N.C.-based Blu, an innovator on the electronic vaping scene, on Monday launched a new global campaign called “Just You & Blu,” focusing on the U.S., UK, France and Italy.

It consists of 90-, 60- and 30-second films in addition to simple and timeless black-and-white imagery. The first phase focuses on individuals — a motorcyclist, a comedian, a drag queen, a model and a pilot.

"They are not celebrities, they are not famous; they are just interesting people, each with their own story, and each with their own connection to the Blu brand," says John Wardley, CMO for parent company Fontem Ventures.

Media buys include TV, cinema, print and outdoors as well as digital and social content.

For the campaign, Blu tapped the talents of London-based ad agency The Corner. Commercial ad content was led through video director Romain Gavras and photographer Rick Guest, respectively, with music track "Outro" by French electronic band M83.

Along with campaign, Blu has expanded its international presence through online store launches. The next generation of Blu products is available in the U.S., UK, France and Italy -- including upgraded performance, added personalization and new packaging.