Nexus Studios presents ‘Tell Your Story’ directed by Robertino Zambrano
Skwigly
Nexus Studios has collaborated with California Tobacco Control Program and Duncan Channon to create a series of visceral, fluid and figurative films portraying the imperfect path towards quitting smoking.
Directed by Robertino Zambrano, the three animated films are based on authentic, first hand accounts of quitting smoking, artfully capturing the emotional journey of each individual through three distinct design languages.
Taking an alternative approach to smoking prevention advertising, the campaign focuses on normalizing the quitting process, reaching current smokers and vapers in a human and empathetic way. The three stories represent a cross-section of demographics to demonstrate that no two journeys are the same when it comes to quitting smoking.
After conducting hours of interviews with over 100 real smokers, Robertino created a bespoke animated aesthetic for Ryan, Steven and George, sensitively representing the authentic voice and personality of their journeys. For Steven’s film, Robertino and the team created a cut-out graphic/collage-like approach, inspired by Suprematist art, while George’s story came to life using traditional 2D animation and elegant, figurative yet minimal design. Finally, for Ryan’s experience, a painterly 2D puppet approach was taken, rich with layering and texture.
Director Robertino Zambrano, who has a rich history of using animation to sensitively portray real life stories, explains:
I was attracted to the brief for its commitment to evocative storytelling. This wasn’t a simple animation piece, there was a documentary layer to it. We met, interviewed and got to know people from different walks of life and their smoking journey. I revelled in the opportunity to present their journey and voice in a creative yet authentic way.
The films are part of a multi-faceted campaign led by Duncan Channon for the California Department of Public Health’s CA Tobacco Control Program. With COVID-19 causing record numbers of people to attempt to quit smoking or vaping, the campaign also includes radio spots built around these personal stories, as well as digital and social creative that calls audiences to ‘Quit for Covid.’