Department of Public Health

For Gen Z vapers, vaping isn’t a choice, it’s an unconscious reflex. The Department of Public Health asked us to create a peer-driven, snack-able campaign that disrupts mindless vaping during the habit loop.

The idea: Mindless vaping interrupts your rhythm. So, let’s turn it into a challenge that actually resonates with college students. Put the vape down and turn on your favorite song to find your rhythm again.

A billboard advertisement with a black and white photo of a woman wearing headphones, eyes closed, enjoying music. Text on the left side reads: "Nicotine cravings last 3-5 mins. So does a song." On the right side, it says: "Find Your Rhythm Again." and provides a website link: cdph.ca.gov/pressplay.

art director

designer

Printed promotional flyers for a vaping product titled "The Vaping Player," featuring a woman wearing headphones and smiling, with stylized graphics and text.
An infographic about a logo and branding guidelines. Features a logo with headphones and the text "ditch the vape press play". Contains secondary logos, a color palette with blue, black, and white, typography styles with different fonts and uses, design elements, voice and tone descriptions emphasizing community and musical focus, and imagery guidelines with smiling people and bright colors.
Digital display in a modern train or subway station showing song titles and artists with a prompt to press play for a hit
Side-by-side screenshots of Instagram posts featuring Lady Gaga. The left post has a black and white photo of Lady Gaga with text inviting users to press play, with a caption mentioning a feature about Lady Gaga. The right post shows Lady Gaga in a black outfit with a bow in her hair, sitting indoors, with a label that reads "ABRACADABRA LADY GAGA."