Lucid is the first genuine absinthe available in the US in 100 years. The goal of these print ads is to reach upscale millennials intrigued by the tradition of absinthe and the myths surrounding it. My creative partner and I tackled this challenge by creating an illustrative ode to Mucha, Art Nouveau, and heavy thinkers alike. We call to mind the historical figures that make absinthe famous and show how Lucid is bottled for the bold.