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UNDO 'The Great Exhale'
Creative & Production
Duncan Channon, San Francisco
Client
California Tobacco Control Program
Photographer
Maria Del Rio
Production Scope
Produced a two-day integrated video and photography campaign on location throughout the Los Angeles area in support of a statewide public health initiative.
Partnered with creative teams, photographers, and production vendors to coordinate logistics, scheduling, talent, and on-location execution across multiple shoot environments. A series of custom topographical maps, created by artist Scott Reinhart, were developed as key visual assets and tailored to reflect each participant's geographic region, reinforcing the campaign's storytelling approach and visual identity.
Post-Production & Asset Delivery
Managed mechanical production and oversaw post-production workflows, including image retouching, color correction, file assembly, quality assurance, and proofing. Ensured all deliverables met campaign specifications, media requirements, and production deadlines across a complex multi-channel media plan.
Co-ordinated final asset delivery, vendor billing, and campaign archival processes, ensuring accurate documentation and organization of all project files for future use and reference.
The campaign approach is to inspire Californians to believe in a future without tobacco damage.
Each story highlights the real personal journeys of Californians actively changing, reducing and quitting nicotine use.
