• NHS Anti-Smoking
  • Client – NHS

    Brief
    – Explore the role of shock in advertising.

    Objective
    - As an Art Director, work with a group of photographers to produce an advertisement to influence a teenage audience.
  • Approach – Recognising the value of shock in Horror and Grindhouse films. I employed the use of shock tactics popularised by photographer Nick Georghiou. I communicated my ideas to the photographer to utilise the photograph, frame the text and balance the logos.

    Outcome
    – I created the image of a person (a smoker) regurgitating tar. An extreme but nevertheless accurate representation of the residual effects of smoking on the lungs. Stark lighting and the grunge appearance emphasise the horror of the image, the handwritten tagline mimicking elements of a horror movie.