First Call - The Opioid Crisis

Opioid overdoses kill 116 Americans every day, and addicted individuals can easily find themselves in prison. Although opioid addiction can end in death or imprisonment, its beginning is usually inane — a simple painkiller prescription. Despite these facts, patients willingly accept and even ask for prescribed opioids, perhaps unaware of the horrific potential consequences. A common symbol of prescription medication in the U.S. is the plastic pill case. In these ads, a pill case is CGI-rendered into a grim reality of opioid addiction. The renderings are rich in story and detail, featuring 14 unique characters in 14 unique environments. Each character is hyper-realistic and based on the stories of those who have lost the battle against opioid addiction. These prisoners and cadavers trapped inside pill cases are eye-catching and alarming — a powerful symbol of the human cost of the opioid epidemic.