The Real Cost

The Real Cost, the FDA's anti-smoking initiative aimed at teenagers as a cross platform campaign. It was executed in collaboration with the content, strategy, and account team during my time at Reprise Digital and FCB. The initiative went beyond the typical health hazards associated with smoking to include the impact it can have on relationships, family, and mental well-being. Through effective community management, meaningful conversations were facilitated between teenagers regarding the risks of smoking.

During my 5 years on this campaign, I worked with a variety of artists to bring to life hundreds of pieces to be placed on social media platforms like Instagram, Facebook, Snapchat, TikTok and Reddit. Below are some of my favorite pieces that showcase my animation direction and post production work.

Directing, Animation, Illustration, Character Design, Storyboarding: Jen Vu

Animation, Storyboarding, General Animation Assistance: Alex Krokus, Samia Khalaf, K Downs, Diana Chao, Tyler Dibiasio

Art Direction: Herbert Lacsina, Kristen Cleghorn, Caroline Mortinsen

Copywriting: Laura Eve Engel, Seth Kelly