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"Be Heard" for Fresh Empire

Directed by: Motion Family Being approached by the FDA to pitch for a campaign targeting the youth of hip hop culture has to be one of the least expected – and most rewarding – projects I’ve worked on. The idea was to speak openly and authentically to teens about living tobacco free. The challenge was to not come off as corny or posturing. The solution? Just be real. By street casting real teens, teaming up with artists and influencers from the generation we’re addressing, and simply using our own connections within the culture, we were able to convey a positive, aspirational message that connected with our audience.

Project Roles
Designer, Strategist, Writer
Adobe InDesign, Conceptual, Copywriting, Design, Storyboarding
Commercials - Broadcast
Project Industries