Every smoker already knows cigarettes are bad for them.

They've seen the warning labels.

They've seen the PSAs.

Eventually, people stop listening.

We wanted to try something different.

Instead of reminding smokers what they already knew, we focused on something they could instantly relate to: the strange, often hilarious lengths people go to hide the habit.

Not to laugh at smokers.

To laugh with them.

Because while there's nothing funny about the health risks of smoking, sometimes the best way to help someone change is to make them feel understood first.

Role: Concept development, copywriting, pitching, and creative collaboration through casting and production.