It is no secret that cigarettes are laden with disease-causing toxins. Each pack of cigarettes contains a clear health warning from the surgeon general, and tobacco companies have actually produced commercials highlighting the many dangers of smoking. Yet, remarkably, people still light up. The latest ad in the American Legacy Foundation’s (ALF) anti-smoking "Truth" campaign cleverly plays off this incongruity by depicting the absurdity in the :30 "Shards O’ Glass," created by Arnold Worldwide, Boston, and Crispin Porter+Bogusky, Miami. The ad was directed by Tim Godsall of Biscuit Filmworks, Los Angeles.
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CLIENT
American Legacy Foundation.
PRODUCTION CO.
Biscuit Filmworks, Los Angeles.
Tim Godsall, director; Eric Treml, DP; Shawn Lacy Tessaro, executive producer; Karen O’Brien, line producer. Shot on location in Los Angeles.
AGENCY
Arnold Worldwide, Boston.
Ron Lawner, chief creative officer; Pete Favat, group creative director/art director; Roger Baldacci, creative director/copywriter; Amy Favat, producer.
Crispin Porter+Bogusky, Miami.
Alex Bogusky, group creative director; Tom Adams, creative director.
EDITORIAL
Cosmo Street Editorial, New York.
Tom Scherma, editor; Matt Murphy, assistant editor; Maura Woodward, executive producer; Amy Febinger, producer.
POST
Company 3, New York.
Tim Masick, colorist; Luana Ayres, producer.
VISUAL EFFECTS
Brickyard VFX Atlantic, Boston.
Dave Waller, partner/lead visual effects artist; Geoff McAuliffe, partner/visual effects artist; Peter Bullis and Robin Hobart, visual effects artists; Brian Drewes, postproduction supervisor; Kirsten Anderson, executive producer.
Brickyard VFX Pacific, Santa Monica.
Patrick Poulatian and George Fitz, VFX artists; Diana Young-Post, post production supervisor; Steve Michaels, executive producer.
AUDIO POST
Soundtrack Recording Studios, Boston.
Mike Secher, mixer; Craig Nelson, assistant engineer.
SOUND DESIGN
Soundtrack Recording Studios.
Mike Secher, sound designer.
