Breath of Stress Air

I worked on Truth's anti-vaping campaign that targeted Gen Z by exposing how vaping actually creates more stress and anxiety. The whole visual approach was inspired by social media culture. My job was creating animated elements that looked like digital stickers scattered across the screens, bringing that frantic, overwhelming feeling to life as the spots progressed from calm to total chaos.

The campaign included TV spots and social content, and I contributed multiple animated assets across several of the spots. These little animated elements were key to selling the "your brain on vapes" vibe, where they needed to feel both fun and unsettling at the same time. It was a cool project because we got to blend health messaging with the visual language that actually speaks to Gen Z, rather than the typical PSA approach.

Full Credits

Group Creative Director Daniel Oeffinger Executive Producer Billy Mack Creative Director Yker Moreno Producer Alexi Yeldezian, Tracey McDonough Production Coordinator Flo Fusco, Hayley Newett Editorial Audrey McHale, Billy Kostka, Dave Conte, Jose Fuentes, Peter Brandi Design Carmel Gatchalian, Melissa Miyamoto-Mills, Vero Gómez Animation Lead Sean Merk, Vero Gómez 2D Animation Dan Cantelm, Luke Barker, Meitar Almog, Melissa Miyamoto-Mills, Michael Russo, Paola Chen Li Colorist Ben Rohel, Jose Fuentes

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