Our client asked for an anti-tobacco campaign targeted at alt teens. And they wanted to use lesser known mental health facts, which is sensitive territory. (So sensitive, it caused some major backlash on a recent truth campaign.)

So we studied where they went wrong, positioned Big Tobacco as a bully—something this audience is disproportionately familiar with—and begged our design team to build a kick-ass parallax site with virtually no budget. In the end, we sold this campaign to 4 anti-smoking brands (across 3 states and 2 countries and counting) and raised money for the National Alliance on Mental Health in the process.