Telling teenagers not to vape isn’t gonna do anything; they are tired of adults telling them what to do. So when Maryhaven asked for help with their teen anti-vaping campaign we knew we needed to take a creative approach. Instead of simply telling kids not to vape, we showed them how silly the negative effects can make them look. And what better way to reach teens than their preferred method of content consumption; social media reels.

Before shooting, we scripted out a 3-part series of reels starring a father-son duo whose conflict highlights the negative effects vaping has on one’s physical health, mental health, and finances. Then we used AI image generation to create a feel for mood, lighting, setting, etc.