Anti-Juul

Student Work

Juul stole Apple's playbook: minimal design, clean packaging, instant trust. I stole it back. This campaign gives the Juul a voice, calm and convincing, the way it feels at 2am when it's glowing on your nightstand. Shot with nothing but a flashlight, a camera, and a Juul on its charger. Co-wrote a script and hired a voice actor to sound robotic while still being human. Layered in a heartbeat, heavy breathing, and crackling sounds to give it the atmosphere the voice alone couldn't. The line is simple: "You're the Experiment." No one knows the long-term effects. We're finding out in real time.