UNDO TOBACCO
For more than 30 years, California has led the fight against the tobacco industry, from establishing the nation’s first statewide tobacco-control program in 1988 to implementing the country’s first smoke-free bar law in 1998 and raising the tobacco purchasing age to 21 in 2016. Exhale marked a milestone in that progress: a campaign designed to help Californians see that ending Big Tobacco’s influence is not an abstract ambition, but something people across the state are already making real.
I helped lead a month-long production spanning California, sourcing real stories, interviewing participants and guiding the campaign through the editorial process. Directed by Clara Tägtström, the films immerse viewers in the lives of everyday Californians taking a stand, from a soldier who quit vaping for his son, a convenience store owner refusing to sell vapes and a Compton Cowboy determined to break his family’s cycle of addiction.
DREAM TEAM
Anne Elisco-Lemme, Creative Director; Kalee Abella, Associate Creative Director (Art); Amanda Chaffin, Senior Producer; RSA Films, Production Company; Clara Tägtström, Director; Maria Del Rio, Photographer; Field Day, Music; Handsome Sound, Sound Design; Cabin, Editorial