Anti-smoking content that forgot it was supposed to be serious. It worked.

Role: Shooter & Editor | Client: EX Program

Gen Z doesn’t want to watch a PSA. So we didn't make one. Truth Initiative's EX Program exists to help smokers quit — and this content had to meet them where they actually spend their time. I shot and edited social-first videos that balanced real human and sometimes absurd stories with platform-native trends, turning a public health message into content people actually wanted to watch.

@exprogram A shirt that shreds cigs? It might just be the second best idea after EX Program. (🚨venture capital firms, we’re selling this nic quit idea for $1b🚨) #EXProgram #fyp #NicTok #NicFreeStart #nicotine #invention ♬ original sound - EX Program
@exprogram Intern szn shouldn’t equal vaping szn… sign up for EX Program so it doesn’t. #fyp #fypviral #quitnicotine #exprogram #trending #funny #haha #cringe ♬ original sound - EX Program
@exprogram Be real, this advice was 🔥 #fyp #advice ♬ original sound - EX Program
@exprogram Did you know that NRTs are a better way to quit than cold turkey? Tell us what nicotine myth should we debunk next in the comments. Text DITCHNIC to 88709 to sign up for EX Program #fyp #fypviral #quitvape #quitnicotine #helpful #exprogram #tutorial ♬ original sound - EX Program
@exprogram The kazoo said stop smoking, and so do we. Let us know if this kit would help you on your quit journey. #EXProgram #fyp #NicTok #NicFreeStart #vaping #NYE #2025 #streetinterviewsfyp ♬ original sound - EX Program
@exprogram There are better ways to quit vaping than cold turkey, like with EX Program. So let’s leave the turkeys for thanksgiving… okay? #hopecore #corecore #core #hope #fyp #fypviral #quitvape #positivity #success #life #real ♬ original sound - EX Program
@exprogram Sign up for EX Program (completely free) so that Slippy Pete can stop hawking his palm grease… #fyp #fypviral #quitvape #positivity #sayno #timrobinson #sketch #funny #cringe #help ♬ original sound - EX Program