Directed by Peter Sluszka and created for the FDA's Center for Tobacco Products' "The Real Cost" campaign by FCB New York, the tobacco-tinged "Little Lungs" appears in a series of digital videos, breaking today, in which his attempts to be cool and join in with normal teen life (and his healthy pink lung friends) are thwarted by his stunted growth, caused by smoking.
The campaign is designed to resonate with a teen audience and target them within digital environments such as YouTube, Facebook, Snapchat and Instagram. Specifically, the campaign focuses on reaching at-risk teens, who live a more chaotic lifestyle and suffer from lower socioeconomic and educational levels making them more stressed out than their peers.
Production Co: Hornet
Director: Peter Sluszka
Executive Producer: Hana Shimizu, Zack Kortright
Head of Production: Sang-Jin Bae
Development Producer: Kristin Labriola
Producer: Anna Lauren Tufekci
Line Producer: Joel Kretschman
Editor: Anita Chao
Character Design: Margaux Zinsner
Environment Design: Bryan Lashelle
Additional Design: Clayton Stillwell, Dupp Du
Storyboards: David Zung
Compositor Lead: John Mattiuzzi
Compositor: Ted Wiggins
Compositor: Xiaoxiao Tang
Director of Photography: Ivan Abel
Motion Control Operator: Richard Coppola
Gaffer: Michael Yetter
BB Electric: Chris Clarke, Austin Locicero
Key Grip: Jeremy Rodriquez, Garrett Cantrell, Adam Lordi
2nd Grip: Rick Morrison, Phil Yu Darcy Schlitt
Animator: Pete List, Matt Somma, Matt Christensen, Ron Cole
Art Director: Tim McDonald
Fabricators: Peter Erickson, Ben Kress, Melissa Chow, Hillary Barton, Maxwell Sorensen, Illya Smelansky, Michael Lawrence, Royal Jarmon Matt McGlade, Samantha Smith
Fabrication Interns: Kelsey Brewer, Madow Tsai, Sami Kerwin, Dorthy Thielsen
3D Modeler: Rachel Kwak
Agency: FCB New York
Chief Creative Officer EVP: Ari Halper
Executive Creative Director EVP: Gary Resch
Creative Director: Liem Nguyen
Creative Director: Justin Chen
Art Director: James Meiser
Copywriter: Cecile Robertshaw
Agency: FCB Production
Executive Producer: Stacy Flaum
Business Manager: Pamela MacGillivray
FCB Account Management:
Group Management Director EVP: Jeff Tarakajian
Group Management Director SVP: Suzanne Santiago
Account Director VP: Dimas Adiwiyoto
Account Director: Earl Adams
Account Supervisor: Mallika Rao
Account Supervisor: Jared Shell
FCB Strategy:
Strategy Director VP: Mark Hall
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