FDA: The Real Cost

The FDA anti-tobacco campaign was a huge part of my career for a long time and I consider myself incredibly lucky to have worked on it for almost 8 years at FCBNY. We made somewhere between 2 and 5 campaigns each and every year. All of which were lead by my ECD, Gary Resch. I singled out the Little Lungs campaign elsewhere on this site, but we made a ton of work. Too many to put in a portfolio. Here are a few of my favorites.

Straw City :60
This was my first ever spot and remains one of my favorites.

One Leaves
This was a cool project where we made nicotine addiction into a kind of inescapable labyrinth. We shot a film for it with Darren Aronofsky and partnered with Microsoft to make an escape room-style game on Xbox.

Rick & Morty
We partnered with Rick & Morty to create this spot about the metals found in vapes

Braintroll :15
How easy is it for nicotine to put something in your brain? Pretty easy.

Braintrolled :15
Teens hated these with a passion, but I think they’re pretty fun.

Addiction Isn’t Pretty – Purse

Addiction Isn’t Pretty – Athlete

Addiction Isn’t Pretty – Bathroom

Client: FDA
ECD: Gary Resch.
Copywriters: Alex Abrantes, Tara Dobson, Sarah Bass, Cécile Robertshaw