TRUTH

Dispense Truth

In the early 2000’s, TRUTH took on big tobacco with blunt, guerrilla advertising stunts — preaching the unknown details and deadly toll that cigarettes took on America. This campaign succeeded and helped end a generation of smoking. But a decade later, a new drug addiction emerged: opioid abuse. And with death tolls about to reach 1 million, TRUTH needed a message that was just as gut-punching and effective as their previous anti-tobacco ads. Our design team explored a rough and corporate look that reflects how the opioid companies operate. Texture and wit became our focus, with an added layer of surrealism to reference how opioids affect your mind. Note: designs are exploration only.

My Role – Designer

Design Director – Adam Skalecki
Designer – Karin Schwarz
Creative Director – Tom Adams