California calls for quitters to keep quitting

California Tobacco Control Program – Tell Your Story - Steven

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Production Company Nexus Studios/USA
Director Robertino Zambrano

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Credits

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Production Company Nexus Studios/USA
Director Robertino Zambrano
Executive Producer Julia Parfitt
Production Manager Lucy Caetano
Director and Compositor: Hannah Lau-Walker
2D Animator Emma Kelly / (Animator/Illustration - UK)
2D Animator Laura Robinson
2D Animator Bianca Toloi

2D Animator Ivyy Chen
2D Animator Myungeun Kim
2D Animator Olga Makarchuk
2D Animator Caitlin Young
2D Animator Natasha Pollack
Animator Sheetal Thankey
2D Animator Martha Dziura
2D Animator Marta Lemos

2D Animator Angelica Fernandez
2D Animator Sorrel Milne
2D Animator Hannah Lau-Walker
Editor Hannah Lau-Walker

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Three new films from the California Department of Public Health's focus on normalizing the process of quitting, the ways in which people start, stop, take shortcuts, and fail.

Failure is just one part of quitting. Each film goes into the ways each smoker saw themselves before and after failing to quit. It humanizes the struggle they go through with emotive animation and fun gestural design using three different design languages. From cut out collages and graphics, inspired by Suprematist art, to layered puppet-like textures, each piece is individually tailored to each story.

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California Tobacco Control Program – Tell Your Story - George

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California Tobacco Control Program – Tell Your Story - Ryan

Directed by Robertino Zambrano through Nexus, the three animated films are based on authentic, first-hand accounts of quitting smoking, artfully capturing the emotional journey of each individual. After conducting hours of interviews with over 100 real smokers, Robertino created a bespoke animated aesthetic for Ryan, Steve, and George, sensitively representing the authentic voice and personality of their journeys.

Zambrano, who has a rich history of using animation to sensitively portray real-life stories, explains, “I was attracted to the brief for its commitment to evocative storytelling. This wasn’t a simple animation piece, there was a documentary layer to it. We met, interviewed, and got to know people from different walks of life and their smoking journey. I revelled in the opportunity to present their journey and voice in a creative yet authentic way.”