Overview
This campaign targets teenagers by shifting away from traditional government scare tactics.
Instead of authority-based messaging, it uses visual discomfort and curiosity to communicate the risks of vaping.
Each ad pairs a popular vape flavour with a rotting fruit, connecting appealing products to real physical harm.
Problem / Challenge
Teens are increasingly desensitized to direct warnings and authority-driven campaigns.
The challenge was to create something that feels different, eye-catching, and slightly disturbing without being ignored.
Process
Explored flavour-based concepts and connected them to fruit to mirror vape marketing.
Tested both fresh and rotting fruit visuals, ultimately choosing rotting fruit for stronger impact.
Sourced and edited assets, then composed final visuals and motion in Adobe software.
Design Decisions
Used fruit to mimic flavour appeal while contrasting it with decay.
Kept layouts clean and minimal to resemble real ads at first glance.
Dark backgrounds and smoke effects reinforce the health message without overwhelming the visuals.
Outcome
Created a full mini campaign including:
• 3 print advertisements
• 1 supporting video
The final result presents a more engaging and memorable alternative to typical anti-vaping campaigns.
Tools Used
- Adobe Illustrator
- Photoshop
- After Effects
Video
Gallery
Visual Highlights
