American Lung Association
Smokefree LA  •  PSA Campaign
Team (American Lung Association)
Concept, Design, Animation, & Art Direction
Team (Midnight Sherpa)
Alex More (EP)
Justin Leung (CG Lead)
Chloe Choi (Design Lead)
Music & Sound Design
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.
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.