traces [a fentanyl awareness ad]

Client:

Alpha Business Images, Dallas County

Services:

Storyboarding, Production, Post-Production

Genre:

Commercial, Awareness, Educational, PSA

Client Website

The Project: 

The Traces campaign aimed to raise awareness about the growing fentanyl epidemic. With the alarming statistic that someone dies from fentanyl every 8.5 minutes in the U.S., the project’s mission was to educate viewers and encourage proactive steps to prevent further tragedies. The project traced the journey of a fentanyl pill back through its distribution chain, showcasing the dangers at every stage. The visuals used blue as a motif throughout, symbolizing the presence of fentanyl. The film aimed to reach a broad audience, using realistic storytelling and impactful imagery to convey the urgency of the crisis. Because of this, we produced a bilingual voiceover in English and Spanish, broadening its accessibility and impact.

The Process:

The pre-production phase for the campaign included script breakdowns, scene planning, and equipment setup, prioritizing the authenticity and impact of each scene.The production spanned two full days, filming seven scenes that depicted various stages of fentanyl distribution and its effects. Key scenes included a teenage party overdose, flashbacks of pills being stolen, drug deals, and a manufacturing scene in a dark facility. Props like duffel bags, blue-labeled crates, and candy were used for visual accuracy. The campaign used the color blue as a motif throughout, symbolizing the presence of fentanyl. Art, G&E, and Wardrobe departments worked together to keep the color blue consistent across set design, lighting, and wardrobe. In post-production, the footage was edited to emphasize the blue theme, with bilingual voiceovers added to broaden the campaign's reach.

The Result:

The Traces campaign successfully highlighted the dangers of fentanyl, emphasizing the severity of the crisis. The bilingual format allowed for the campaign to reach a diverse audience in Dallas County, providing information on the risks of fentanyl and the importance of understanding its impact. Our collaboration with Alpha Business Images and Dallas County delivered an authentic and professional portrayal that educated viewers and inspired community action.