Miami-based creative shop alma has launched a campaign, including this spot titled “Behind the Screen,” for THE FACTS NOW, a division of Tobacco Free Florida that helps current smokers quit.
While researching the target audience, alma found that even though Gen Z craves authenticity on social media, most people who vape never show the real-world consequences of vaping to their viewers. Instead, we only see the “cool” side of the habit–something this campaign shines a light on.
“Behind The Screen” addresses misleading perceptions about vaping on social media, and how it can make teens think nicotine doesn’t physically, mentally, and emotionally impact their health. The further the spot goes on, the truth is revealed.
Directed by Scott Perry via production company Imposter, the :60 shows young teens scrolling on their phones, watching their peers post day-to-day content, often with a vape in hand. This is quickly juxtaposed by the influencers transitioning into their real life where they’re dealing with nicotine withdrawals, mood swings, anxiety and more. It ends saying “nobody posts how bad their addiction is, so don’t fall for everything you see on your feed.”
“As an agency based in Miami, we have a special place in our hearts for the work we get to do with Tobacco Free Florida,” said Alvar Suñol, chief creative officer and co-president at alma. “Social media has had a positive impact on so many young people’s lives, but it’s also exposed U.S. teens to content that doesn’t paint a realistic picture of addition. Authenticity and transparency can inspire action, and if our campaigns can help reach one person and show them how social media can leave out important information, we can raise awareness among teens and help make a difference.”
CreditsClient Tobacco Free Florida Agency alma, Miami Gabriel Ferrer, executive creative director; Gabriel Reyes, creative director; Alejandra Vidal, sr. copywriter; Andrea Giraldo, sr. art director; Andrew Del Valle, associate copywriter; Sabrina Paz Riesgo, producer; Olivia Henry, sr. strategic planner. Production Company Imposter Scott Perry, director; Avtar Kay, exec producer; Todd Ruhnau, head of production; Tyler Ben-Amotz, producer.
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Six tennis legends. Eight VFX worlds. “Call Of The Kings” is a trailer promoting Riyadh Season’s “Six Kings Slam,” a one-of-its-kind tennis tournament. This five-minute film was developed by BigTime Creative Shop and directed by Los Pérez, with visual effects from Electric Theatre Collective. Tennis players Novak Djokovic, Rafael Nadal, Carlos Alcaraz, Daniil Medvedev, Holger Rune and Jannick Sinner star, each integrated into a bespoke VFX environment which mirrors their unique skill set. Djokovic, synonymous with mental strength, uses his power to stop a hurtling ball, whilst King-of-clay-courts Nadal shatters a gigantic clay effigy to take his shot. A viking explosion on seriously choppy waters, a near-invisible robot in a sandstorm and an armor-clad roaring bear are other elements of the film, deploying assorted VFX disciplines. Fire torches, crumbling rocks, exploding waves, parting oceans, creature animation, flaming tennis courts, electric rackets, avalanches and other FX elements were crafted in Houdini, while traditional digital matte painting allowed for set extension and enhancement throughout. With a host of celebrity talent with tight diaries shot against green screens and set builds, Electric Theatre Collective began concepting the scenes from the early stages, gathering photographic references, utilizing Midjourney and drafting concept art, while considering lighting and camera language and timing in pre-vis. Meanwhile, photogrammetry scans of sand dunes and cliffs helped to cement a huge scale 3D world, allowing for dynamic camera moves which are integral to the flow of the campaign. Dean Robinson, CG creative director, commented, “This job was far bigger and broader than anything Electric has ever dealt with before. The film... Read More