TRUTH INITIATIVE
Everything Sucks Right Now!
IDEA: Denormalize vaping as a coping mechanism for Gen Z by offering a glance at how healthy coping can be more effective AND make you feel better than vaping does.
RESULTS: 51m+ views and 34k+ engagements on TikTok, with hundreds of messages sent to our live-venting text-line.
THE WEBSERIES
ESRN is a public access-style TikTok show meant to level with its Gen Z audience by acknowledging that, yeah, shit does suck right now.
My role included series conception, treatment and scriptwriting, and post-production decision-making.
TEASER TRAILER
We also partnered with some of Gen Z’s favorite creators, who helped us demonstrate healthier coping mechanisms for everyday suckage.
THE HOTLINE
But, the show wasn’t just for entertainment. All of our original and partner content drove to a real, live, actual really real hotline that viewers could text or call with anything that they wanted to get off their chest.
I got to write all the fun texts you’d see if you sent a message.
And we spread the word by putting stickers and posters everywhere.
GCD: Richard Fischer Estrada
CD: Michael Williams
COPY: George Comatas
ART: Beau Murphy
PRODUCTION: Melissa Recine
FILM DIRECTION: Alison Barton, Bonnie Denison