Tobacco Free Florida OOH Food Typography

Honored to handle Tobacco Free Florida's latest campaign aimed at bettering the quality of life for low income, rural Floridians. The copy drew comparisons between packs purchased and lifestyles ransacked by smoking and dipping. Camping, children's school supplies, fishing tackle -- everything is affected by addictions and habits.

Alma DDB gave my team five days (from award to out of town shoot completion, only two studio days) to capture both stills and animated videos that would grace electronic and standard billboards across Florida's endless net of highways.

Not pictured is Ryan Appleton of Satellite Office blindly wielding a blowtorch while I hold the bottom of the s'more on two bamboo skewers, arms outstretched and ducking, while verbally directing the flame. Erin Robey carefully lowers the top s'more on strings while Jeremy Kramer composes a gorgeous shot. We split the retouching, but you'd never know. Despite how magical the end product appears, a great team was literally pulling the strings.