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UNDO 'Big Tobacco's Fantasyland'
Creative & Production
Duncan Channon, San Francisco
Client
California Tobacco Control Program
Photographer
Raul Romo
Production Scope
UNDO | Big Tobacco's Fantasyland
Supported the production of "Big Tobacco's Fantasyland," an integrated public awareness campaign developed for the California Tobacco Control Program.
The campaign extended across a comprehensive media program including linear television, radio, digital and traditional out-of-home advertising, high-impact placements near major California landmarks, print advertorials, paid social media, digital video, programmatic display, and native content placements.
Produced a two-day integrated photography and video shoot in Los Angeles, utilizing shared talent and production resources to maximize efficiency while creating assets for multiple campaign channels. Collaborated with creative teams, photographers, and production partners to capture compelling imagery and video content that supported the campaign's messaging objectives.
Creative Development & Asset Production
Managed production workflows supporting a custom graphic art system that seamlessly integrated photography and design elements. The visual approach was developed to help communicate individual talent stories while maintaining consistency across the broader campaign identity.
Post-Production & Campaign Delivery
Oversaw post-production and mechanical production workflows, including retouching, color correction, file assembly, quality assurance, proofing, and final asset preparation across all campaign channels.
Managed vendor coordination, billing, final asset delivery, and campaign archiving, ensuring all materials were delivered on schedule and in accordance with media, production, and documentation requirements.
The tobacco industry is working hard to rebrand itself with new, "healthier" alternatives such as e-cigarettes. Flavored vapes, though banned by the FDA, are still easily available online. This is "Big Tobacco's Fantasyland" where the tobacco industry's idea of a smoke-free future is a dangerous fantasy for us all.
