Grand Effie Winner at the 2023 Effie Awards

Featured on:
The Wall Street Journal
Campaign Live
In partnership with Truth Initiative, Mojo Supermarket launched a real fake vape company to call a nicotine vape what it really is - A Depression Stick. We rebranded nicotine for a new generation to out vaping as the silent contributor to mental health issues. Depression Stick launched like a real deal, with fun flavors, billboards, wildposting, and even merchandise! The response to our fake company became our real campaign.

Creative Director - Mo Said
Director of Art & Design - Camilo De Galofre
Senior Copywriters - Patrick Merrett, Emily Berger
Art Directors - Sarah Olicker, Damian Antonio

My Role:
Design, Motion Design