Behind The Haze.
Educating teens on the risks of vaping.
“Takes Over” is a social-first campaign about all the ways nicotine affects health. To deliver factual public health information, this campaign leans into trends that are familiar and interesting to teens.
My first task was coming up with six agency-produced videos for TikTok and Reels. In addition to writing scripts, I planned pre-production details, directed voiceover sessions, and helped with creative direction on set.
The cherry on top? Creator videos! Our team casted real content creators to spread the message for Behind The Haze. I concepted and wrote 40 scripts for our content creators to produce and film at home.
Our main videos were supported with paid and organic social to garner engagement. Instead of a normal PSA, I wanted to pique teens’ curiosity and get them to watch or swipe to learn more. I worked closely with the art director to plan the functionality of several carousel assets and gifs.