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FCB and FDA show just how far teens would go to vape in the newest evolution of 'The Real Cost' youth tobacco prevention campaign with a new creative launch titled 'Addiction Isn’t … read morePretty'. Teaming up with award-winning documentary filmmaker Katina Mercadante, the FCB New York campaign displays real-life situations surrounding teens who do whatever it takes to vape in a series of riveting commercials. As the stories shown are based on true events, Mercadante used non-actor teens to capture the true essence and authenticity of these crucial moments. While many teens are finally realising the true detriments of vaping and nicotine, over 27% of high school students were still using e-cigarettes in 2019. 'Addiction Isn’t Pretty', inspired by actual anecdotes pulled from social media, dives deep into the mindset of teens across the country and depicts 'the real cost' of vaping. In one clip, two friends are gossiping in a bathroom stall, when the friend accidentally drops her vape in the toilet. She fishes it out and proceeds to use it, much to her friend’s disgust. Another segment features a real-life family, in which the teenaged son anxiously waits for the right moment to swipe money from his mother’s purse. He finally does, but not without escaping his younger brother’s gaze.
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President: Emma Armstrong
EVP: Gary Resch
Executive Integrated Producer: Christopher Lenz
EVP, Group Management Director: Suzanne Santiago
SVP, Account Director: Dimas Adiwiyoto
Account Directors: Mallika Rao and Jared Shell
Account Supervisor: Ally Morrow
Account Executives: Ariana Tsapralis, Jonathan Skewes and Natalie Costa
Assistant Account Executive: Logan Paul
Project Manager: Nicole Lopez
Post-production
Editing Company: Nomad
Editor: Adam Schwartz
Assistant Editor: John Osment
VFX / Finishing: Alex Chizhov
Executive Producer: Jennifer Lederman
Producer: Valerie McAndrews
Colour: The Mill
Colourist: Damien Van Der Cruyssen
Colour Producer: Megan Rumph
Colour Assistants: Elias Nousiopoulos, Andrew Ceen, David Franzo, Aaliyah Lambert and Calvin Bellas
Music / Mixing
Executive Creative Director: Brian Yessian
Head of Production: Michael Yessian
Creative Director: Michael Dragovic
Executive Producer: Marlene Bartos
Senior Producer: Evelyn Brown
Producer: Matt Zinone
Sound Design / Mix Engineer: Weston Fonger
Composer: Michael Dragovic
Client
Director, Office of Health Communication and Education: Kathy Crosby
Deputy Director, Office of Health Communication and Education: April Brubach
Director, Division of Public Health & Education: Gem Benoza
Health Communications Specialists: Shay Abagat, Jasmin Bush and Alison Kulas
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