Truth - Ditch JUUL
The "Ditch JUUL" campaign blended careful planning with authentic documentation of youth demonstrations outside Juul's DC headquarters.
Our directorial approach balanced pre-planned visual elements with genuine activist moments, creating a :30 spot that feels both intentional and raw—connecting viewers to Truth's "This is Quitting" program while showcasing youth reclaiming their narrative through activism.
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Created multi-channel assets bringing physical protest into digital space for #DITCHJUUL campaign
Supported comprehensive marketing approach combining events, celebrity partnerships, and resources
Met tight deadlines with quick-turnaround production, generating day-of content for media outlets
Preserved authentic youth voice through documentary approach with minimal crew
Balanced planned cinematic elements with spontaneous, genuine advocacy moments
Delivered content that directly supported Truth's mission to reduce youth nicotine addiction
Photography by Matthew Liptak
Behind The Scenes
