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
To help promote the show AND demonstrate that there are healthier coping mechanisms available for everyday suckage, we partnered with some of Gen Z’s favorite creators.
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.
Spreading the word was easy—we just put 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