Cannes Lions

The Reasons

ALMA DDB, Miami / TOBACCO FREE FLORIDA / 2018

Film
Film
Film

Overview

Entries

Credits

Overview

Description

Meet Christy Lanier. The 42-year-old agriculture specialist and mother of 3 tells us why she needs to quit smoking.

Execution

To find our smokers, we cast a large net across the state of Florida looking for smokers who weren't afraid to tell their story and wouldn't get shy in front of a camera. The production company focused on the counties with the highest level of smoking by those with lower incomes, then scoured local parks, bars, clubs, and small businesses to find our smokers in both English and Spanish.

Outcome

For the cinematography, we contrasted the intimate interior shots (from portraits to interviews to mood shots) with vast, big environments: a sky at dusk, an old farm, a struggling town. We used two cinema cameras with vintage lenses to give these stories a timeless yet stark and poetic sensibility. All the stories were connected by a sense of visual cohesion: organic, raw, and intimate. Striking portraiture-style shots and interviews make up the core of the films along with compelling, visually striking wide shots outside their homes and neighborhoods.

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Podcasts

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Podcasts

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