FDA: One Leaves

If you’re a teenager, addiction doesn’t feel real. It’s something that happens to old people. Reality is very different: Three out of four people who start smoking cigarettes as teens end up smoking into adulthood.

So, to bring that fact to life, we created a game on Xbox. You play as one of four teens in a race to escape a hellish maze. At the end of it, only one player makes it out and the rest are trapped in a life of addiction. To promote the game, we partnered with Daren Aronofsky to shoot our video content and got Ninja to film a walkthrough of the game.

Bonus: Filmed in an abandoned morgue!

Client: FDA
Copywriter: Cécile Robertshaw
Director: Daren Aronofsky