FDA

News

Little Lungs - Birthday

Stop Mo

Animation

Character

Pharma

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Peter Sluszka

The tobacco-tinged "Little Lungs" attempts to be cool and join in with normal teen life (and his healthy pink lung friends).

In this unconventional spot for the FDA, Little Lungs yearns to fit in with his healthy, pink lung peers and partake in typical teenage activities. However his stunted growth, a consequence of smoking, becomes a relentless and oftentimes violently comedic obstacle.

This campaign strategically engages with a teenage audience, infiltrating digital platforms like YouTube, Facebook, Snapchat, and Instagram. Targeting at-risk teens navigating chaotic lifestyles, marked by lower socioeconomic and educational levels, the campaign tackles the stressors unique to this demographic, emphasizing the real cost of smoking on their well-being.

Credits

Director Peter Sluszka
Executive Producer Hana Shimizu, Zack Kortright
Head of Production Sang-Jin Bae
Development Producer Kristin Labriola
Producer Anna Lauren Tufekci
Line Producer Joel Kretschman
Senior Editor Anita Chao
Character Design Margaux Zinsner
Environment Design Bryan Lashelle
Additional Design Clayton Stillwell, Dupp Du
Storyboards David Zung
Composite Lead John Mattiuzzi
Compositors Ted Wiggins, Xiaoxiao Tang

Director of Photography Ivan Abel
Motion Control Operator Richard Coppola
Gaffer Michael Yetter
BB Electric Chris Clarke, Austin Locicero
Key Grip Jeremy Rodriquez, Garrett Cantrell, Adam Lordi
2nd Grip Rick Morrison, Phil Yu Darcy Schlitt
Animators Pete List, Matt Somma, Matt Christensen, Ron Cole
Art Director Tim McDonald
Fabricators Peter Erickson, Ben Kress, Melissa Chow, Hillary Barton, Maxwell Sorensen, Illya Smelansky, Michael Lawrence, Royal Jarmon Matt McGlade, Samantha Smith
Fabrication Interns Kelsey Brewer, Madow Tsai, Sami Kerwin, Dorthy Thielsen
3D Modeler Rachel Kwak

Agency FCB New York
Chief Creative Officer EVP Ari Halper
Executive Creative Director EVP Gary Resch
Creative Director Liem Nguyen
Creative Director Justin Chen
Art Director James Meiser
Copywriter Cecile Robertshaw

Agency FCB Production
Executive Producer Stacy Flaum
Business Manager Pamela MacGillivray

FCB Account Management
Group Management Director EVP Jeff Tarakajian
Group Management Director SVP Suzanne Santiago
Account Director VP Dimas Adiwiyoto
Account Director Earl Adams
Account Supervisor Mallika Rao
Account Supervisor Jared Shell

FCB Strategy
Strategy Director VP Mark Hall