Create an impactful PSA to warn parents that opiod abuse often starts with a well intentioned prescription from a doctor for a legitimate injury or pain.
PSA’s on drug abuse are hard to gauge as everyone remembers the 'brain on drugs' debacle. We pitched three very different concepts ranging from the very powerful and poignant interview style to the more comedic grab (as is prevalent in insurance advertising). But the winning concept found its roots in a Darren Aronofsky's Requiem for a Dream style inspired fast paced montage comprised of macro photography. We opted to run the story backwards to maximize the most visually arresting image and this concept allowed for us to feature important stats without compromising the impact of the message.
Partner and co-director, Justin Kanner volunteered to have his arm stuck with a needle multiple times to get a shot that ended up on the cutting room floor. Luckily, it was responsibly administered by his wife and RN, Christie.