Study Case

The Challenge

The challenge was to communicate the harmful effects of vaping in a way that could compete with the highly aesthetic, lifestyle-driven imagery commonly associated with vape culture.

We asked ourselves:

• How can we compete with the visually appealing tactics used in vape marketing?
• How can we create impact without relying on aggressive or fear-based communication?
• How can we maintain informational clarity while still creating emotional engagement?

The goal was not to shock, but to inform in a way that resonates.

Objective

Create a visually impactful yet balanced awareness video that encourages vape users to reconsider their habits by clearly presenting the risks and chemical substances involved in vaping.

Research & Strategy

We analyzed:

• Existing vape advertisements and social media content
• Visual patterns associated with vape culture
• Real footage of individuals vaping
• Public health messaging strategies

Instead of using extreme or disturbing imagery, we chose a more grounded and realistic direction — contrasting everyday vape usage visuals with factual information about harmful substances.

Creative Direction

The visual concept was based on subtle contrast rather than shock.

We incorporated:

• Real footage of people vaping
• Layered typography presenting chemical substances and health risks
• A carefully selected soundtrack — impactful, but neither depressive nor overly dramatic

The intention was to create tension and reflection without alienating the audience. The music supported the emotional tone while the text maintained clarity and authority.

Our tagline reinforced the core message of awareness and personal responsibility.

Process

My role involved:

• Editing and structuring the narrative flow
• Designing and animating typography
• Testing transitions to maintain rhythm and engagement
• Applying compositing techniques in After Effects
• Supporting visual assets development in Photoshop

This project allowed me to experiment with new transition techniques, refine pacing, and strengthen my understanding of how sound design influences emotional perception in motion pieces.

Final Outcome

The final video delivers a clean yet impactful awareness message that balances emotional tone with informational clarity. Rather than relying on fear, it invites reflection through contrast, rhythm, and visual emphasis on factual content.

Learnings

This project strengthened my ability to:

• Balance emotional storytelling with factual messaging
• Use typography as a primary communication tool
• Create impact without relying on aggressive visuals
• Refine timing, transitions, and compositing techniques

In future iterations, I would explore audience testing to further evaluate the emotional effectiveness of the message.