Anti-smoking campaigns have a lot of things in common: scare tactics, graphic imagery and guilt trips. But when CVS stopped selling cigarettes, we wanted to do something completely different. The #OneGoodReason campaign focused on the upside of quitting instead of the dangers of smoking.
As a team, we come up with idea for a documentary series, and we worked with our researcher to select the best stories and accompanied our director teams to shoot 7 different documentaries around the country.
- Project Roles
- Copywriter, Creative Director
- Conceptual, Documentary
- Brand Films, Documentaries
- Project Industries