Tobacco Free Florida: Quit Games

Client: Tobacco Free Florida
Campaign Presented at Alma Advertising Agency · 2025

The Ask
Convince youth (ages 11–17) and young adults (ages 18-24) in Florida to stop or never start using nicotine.

Insight
For teens, it’s not just a nicotine addiction. It’s an addiction to fitting in. In their world, social currency is everything.

Big Idea
Quit Games — a fictional, high-stakes, drama-filled reality series that exposes how embarrassing and uncool nicotine addiction really is.

Execution
We developed an anti-nicotine campaign designed around Gen Z and Gen Alpha’s media and social habits. Quit Games is a fictional competition show featuring seven nicotine-addicted characters competing for $50,000. The twist? There is no winner. We launched teaser trailers, short-form social content, and expanded the story across Instagram, YouTube, and Snapchat. The tone is fully native to teen culture, reframing nicotine as the real loser in the game of cool.

My Role: Executive Producer & Director of Creative Operations

As the Executive Producer & Director of Creative Operations for our student agency, I oversaw every aspect of the campaign’s execution. My role was to ensure that our creative ideas were successfully translated into a real, working production and that every detail met our standards of excellence and was delivered on time.

What I Did:

• Led all pre-production: Created and enforced shoot schedules and production timelines.

• Coordinated wardrobe, props, and equipment: Ensured each cast member’s wardrobe and props aligned with the campaign visuals for each scene, and confirmed the team had all necessary equipment for filming.

• Oversaw the production set: Managed on-set logistics, coordinated meals and hydration, and kept the team on schedule.

• Provided real-time creative direction: Guided tone, pacing, and visuals during filming to align with the campaign concept.

• Led post-production: Gave feedback on edits, reviewed video cuts, ensured all team members understood their roles, and kept the process on track and timely for the client pitch.

• Coordinated presentation assets: Planned team headshots and printed client placemats for the final pitch.

• Managed deadlines and operations: Ensured all creative tasks were completed on time and met quality expectations.