Room to Breathe
Most anti-vaping content talks at teens. It lectures, it warns, it wags a finger—and teens can smell it coming from a mile away.
Room to Breathe took a different angle. Instead of leaning on authority, we built a world that felt warm and familiar, then handed the mic to real teens to talk to their peers. The cozy animation style wasn't decoration. It was a deliberate disarm, designed to make space for a message that actually had a chance of landing.
Creatives: Aaron DeYoe , Chris Hansen , Emory Allen
Awards: The Show (Gold), National American Advertising Awards (Gold)
from initial sketch > storyboard > animatic > animation
