Breath of Stress AirTruth, a national prevention and education initiative, is on a campaign to stamp out Gen Z’s vaping problem by revealing the myths and misinformation behind the epidemic. I was Lead Animator for this campaign done at BUCK.
The project was rounded off with two main 30 second tv spots, and additional spots that were also cutdown to size for social media.
We wanted to create a visual language that felt fresh and relevant to social media, without simply trying to mimic existing memes and visual styles. Relying heavily on treated photography, emojis, and bright colors, we tried to create a look that felt unique and different enough that it would not quickly become dated.
I got to see this campaign through from pitch to delivery. In addition to being the Lead Animator, I also had the opportunity to design and inform the visual language.
BUCK
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 Vero Gómez, Sean Merk
2D Animation Dan Cantelm, Luke Barker, Meitar Almog, Melissa Miyamoto-Mills, Michael Russo, Paola Chen Li, Sean Merk, Vero Gómez
Colorist Ben Rohel, Jose Fuentes
CreditsMOJO SUPERMARKET
Group Creative Director Jono Paull
Creative Director Tim Kang
Copywriter Brian Marcolini
Art Director Eddy Allen
Executive Producer Colleen Miller
SOUND
Music Studio Duotone
Executive Producer Greg Tiefenbrun
Head Mix Engineer Andy Green
Senior Mixer Juan Aboites