NOT YOUR LAB RAT
The insight: What we know about vapes and nicotine pouches is scary. What we don’t know yet is even scarier. Big Nicotine releases new products faster than science can study them. Which means the damage to your body today could become tomorrow’s warning labels. For Big Nicotine, you’re not just a customer. You’re their lab rat.
For this campaign, I drew inspiration from the health PSAs I grew up on. I aimed to create an iconic, unforgettable visual that sticks with young people and makes them think twice about nicotine for the rest of their lives.
DREAM TEAM
ACD/Art Director: Kalee Abella; Creative Director: Jessea Perry Hankins; Executive Director: Rita Ribera Channon; Contributing Producer: Amanda Chaffin, Director: Angelo Cerisara; Production Company: Biscuit Filmworks; Editorial: Church; Editors: Mah Ferraz; Assistant Editor: Sky Kim; VFX/Finishing: Ethos; Sound Design: Caron; Sound Editing/Mix: Tone11; Voiceover: Beth Pierce.