Truth Initiative’s Truth Campaign

Agency / Client:
Mojo Supermarket, Truth Initiative

We've just produced two animated spots, "Minted" and "Rollercoaster," co-directed by Alexandre Louvenaz and Alex Jenkins, for Truth Initiative's truth campaign with agency Mojo Supermarket. Truth Initiative is a national public health organization dedicated to achieving a culture where all young people reject smoking, vaping and nicotine and a future where tobacco and nicotine addiction are a thing of the past.

These spots’ important message is animated in a melding of the directors’ unique styles, creating weird, vivid and mesmerizing yet unsettling looping animations, to communicate that vaping nicotine can amplify feelings of stress.

Check out the 2D illustrations from Alex Jenkins below and see how Alex Louvenaz brought them to life!