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.

    • 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

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PHOTOGRAPHY BY MATTHEW LIPTAK

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