TRUTH INITIATIVE
Everything Sucks Right Now!
IDEA: Denormalize the unhealthy Gen Z coping mechanism that is vaping by offering a glance at how healthy coping can be more effective AND make you feel better than vaping does.
RESULTS: 51m+ views and 34k+ engagements on TikTok, with hundreds of messages sent to our live-venting text-line.
THE WEBSERIES
A public-access style TikTok show that levels with its Gen Z audience by acknowledging that, yeah, shit does suck right now. I had the pleasure of working with the team to bring this idea to life, from conception, to scripting, to final editing decisions.
TEASER TRAILER
We also partnered with some of Gen Z’s favorite influencers to show them some… healthier coping mechanisms for everyday suckage.
THE HOTLINE
The show wasn’t just about entertainment value. All of our original and influencer content drove to a real, live, actual really real hotline that viewers could text or call with anything that they wanted to get off their chest. I got to write all the fun texts you’d see if you sent a message.
And, we made sure to put stickers and posters everywhere to spread the word.
GCD: Richard Fischer Estrada
CD: Michael Williams
COPY: George Comatas
ART: Beau Murphy
PRODUCTION: Melissa Recine
FILM DIRECTION: Alison Barton, Bonnie Denison