NJ Department of Human Services - Stay In The Pic

Fentanyl doesn’t announce itself. It hides in pills that look like medicine and powders that look like nothing at all, and a dose the size of a few grains of salt can be lethal. The New Jersey Department of Human Services needed residents to take that seriously, so the campaign built its message around one simple idea: Stay in the Picture. Stay present. Stay alive. Stay out of fentanyl’s reach. The work earned a Silver People’s Telly Award for General, Local TV.

Stay in the Picture showed up wherever people already are: on television, on billboards and transit, in their feeds, and on the radio during the daily commute. Across TV, out of home, digital, social, and radio, one takeaway held steady: you can’t see it, smell it, or taste it, so never assume. The award is nice, but the real win is a message that keeps people in the picture for the moments that matter.

WINNER: SILVER PEOPLE’S TELLY AWARD (GENERAL - LOCAL TV)

Video Direction, Storyboarding, Art Direction, Campaign Ideation, Image Composition
Adobe Illustrator, Photoshop, InDesign, Adobe After Effects