NJAS Quitcenter

“Graphic” and “intelligent” were among the words McCracken used to describe the quick-moving, streetwise approach taken by this three-part series of 30-second anti-smoking spots for the New Jersey Department of Health’s Quitcenters. The creative team of Santa Monica, Calif.-based Blind photographed successive sheets of oversized Plexiglas layered with scraps of halftone art, degraded text and an assortment of found objects to deliver an anti-smoking message that’s both sophisticated and direct. In-camera optical effects and hand-drawn animation serve to engage a youthful audience without talking down to them.

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