American Lung Association

Smokefree LA  •  PSA Campaign

The American Lung Association has been working to save lives by preventing lung disease and improving lung health for over 110 years. Their stated mission is to reduce the burdens of lung diseases and to eliminate tobacco use through research, education, and advocacy. It is estimated that second hand smoke is responsible for between 150,000 and 300,000 lower respiratory tract infection in infants and children younger than 18 months. The ALA developed the Smoke Free LA campaign to further extend their outreach and educate the public on the harmful effects of secondhand smoke.

Client

American Lung Association

Concept, Design, Animation, & Art Direction

Midnight Sherpa

Team

Miguel Lee (CD)
Alex More (EP)
Justin Leung (CG Lead)
Chloe Choi (Design Lead)
Joyce Ha
Mier Lee
Anna Mendoza
Paige Poglitsch

Music & Sound Design

Yessian Music

Voice Talent

Elizabeth Tsong

A Smoke Free Future

Midnight Sherpa crafted a public service announcement for ALA’s Smokefree LA campaign. From concept to script and design to animation, we wanted to tell a familiar story in a new way. Rather than recite data and statistics, we opted on creating a simple yet poignant narrative. By representing early life milestones via toys on a mobile, the story weaves through a hopeful tapestry of an infant’s yet unrealized aspirations. The gut-wrenching juxtaposition of a lit cigarette embedded among the parade of innocent symbols set in the safe space of a nursery felt singularly powerful. The sound design was developed in conjunction with our good friends at Yessian Music which complemented their beautiful yet haunting score. The voice of the child’s future self was cast to evoke the gentle yet somber tone.

Designing Familiarity

Our design process included an exhaustive survey of spaces, objects, and atmospheres. The bedroom was crafted to evoke a shared experience known to parents and families. The bespoke background elements were meticulously detailed to authentically evoke a newborn’s room. Our script was developed concurrently with the elements of the mobile, each symbolically representing a future milestone for our character.