A new multi-faceted campaign for California Tobacco Control Program has launched with animations by Robertino Zambrano and Nexus Studios. Led by San Francisco independent agency Duncan Channon, the effort takes a further step away from the old scalding approach and towards a more warmly, encouraging direction. It attempts to communicate an awareness of the difficulties vapers and smokers face. The ads acknowledge what is often a long, arduous process of trying to break their addiction by sharing stories from former smokers and vapers who have found a way to the other side.
Robertino and his team created three animated films, each with its own design language shaped to respond to each unique individual experience.