The Evelyn Lilly Lutz Foundation—a non-profit organization comprised of doctors and community leaders in Beverly, MA—wanted to address the teen vaping epidemic by speaking directly to the kids who use or encounter vapes every day. So we created a humorous yet chilling campaign that asks vapers to take a second look at this seemingly innocuous habit.

Directed by SMUGGLER’S Björn Ruhmann, we shot four scenarios in a single day. Editorial was led by Gattie & Lopez’s Chuck Willis who oversaw long-forms, :15s, and :06s.

This was a passion project through-and-through. It could not have happened without an incredibly generous contribution of time and resources by our partners and friends at SMUGGLER, Gattie & Lopez, and MPC.