Truth Initiative’s Truth Campaign

Strange Beast produced two animated spots, "Minted" and "Rollercoaster," co-directed by Alexandre Louvenaz and Alex Jenkins, for Truth Initiative's truth campaign with agency Mojo Supermarket. Truth Initiative is a national public health organization dedicated to achieving a culture where all young people reject smoking, vaping and nicotine and a future where tobacco and nicotine addiction are a thing of the past. These spots’ important message is animated in a melding of the directors’ unique styles, creating weird, vivid and mesmerizing yet unsettling looping animations, to communicate that vaping nicotine can amplify feelings of stress.