A Breath of Stress Air

TV + SOCIAL + WEBSITE

Although the vaping industry continues to tell teens otherwise, nicotine actually amplifies stress, putting people in an endless loop of anxiety. In a series of infinitely looping videos called ‘AStressMR,’ we surveyed real teens about how their stress feels, and turned them into mesmerizing 3D ASMR animations (a TikTok trend that teens watch while vaping) to show its effect on their mental health, while calling out vaping for what it really is: a breath of stress air. The videos drove to a website where people could get additional resources and support to help quit.

Director: Strange Beast