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.

Watch all three ‘Tell Your Story’ films here.
Read Ad Week’s article here.