7 contestants. 1 challenge. Quit nicotine.

Ask
Convince media-obsessed youth ages 13–17 that nicotine is the opposite of cool.

Insight
”Cool” is determined by what teens stream, scroll, and share—and reality TV dominates that space through drama and cultural relevance.

Idea
Infiltrate teen culture with Quit Games, a dramatic social media content series disguised as a reality competition show that exposes how unbearably embarrassing nicotine addiction can be.

Role
Creative Director (Art)

Client
Tobacco Free Florida (Alma)

Board

Short Form Content

Teasers

The Quit Games launch begins with short form teasers that can be mistaken for trailers launching a new reality competition show, exposing the social isolation that accompanies nicotine addiction.

Challenges

With every great reality game show comes unexpected challenges, twists, and turns.

Long Form Content

YouTube Series

This content all stems from an episode series that will live on YouTube, modeling the Beast Games-style entertainment teens love. The content will launch once a week over 8 weeks, giving our audience a constant source of entertainment, and a constant reminder that nicotine is embarrassing.

Static Content

Character Highlights

We’ll amp up the Quit Games conversation by sharing static content of our most memeable, repostable, and gag-worthy moments on Snapchat and Instagram. We’ll dive deeper into the withdrawal struggles of our characters, highlighting their most embarrassing moments.