First Call: Prison

Credits & Description:

CLIENT: First Call
AGENCY: VML
CATEGORY: Print
Production Company: La Lupa
Global Chief Creative Officer – VML: Debbi Vandeven
North American Chief Creative Officer – VML: John Godsey
Executive Creative Director – VML: Tony Snethen
Group Creative Director – VML: Nick Allegri
Group Creative Director – VML: Glen Scott
Managing Director, Brand Planning – VML: Ian Davidson
Global Group Planning Director – VML: Adrian Adshade
Creative Director – VML: David Santiago
Creative Director – VML: Jose Martinez
Associate Creative Director – VML: Daniel Miller
Associate Copywriter – VML: Tanner Wadsworth
Senior Producer – VML: Ethan Downing
Account Supervisor – VML: Kaylee Douglas
Senior Account Manager – VML: Rachel Tonneson
Media Supervisor – VML: Belinda Kocen
Art Director – VML: Natasha Ygsi
Creative Director – VML: Troy Leyenaar
Digital Art Chief, Director General Artístico – La Lupa: Juan David Ramirez
Head of CGI Team – La Lupa: Andrés Vergara
Retouching Chief – La Lupa: Adriana Cuartas
Senior CGI Producer – La Lupa: David Alvarado
CGI Support – La Lupa: Tatiana Muñoz
Published: May 2018
Synopsis:
A common symbol of prescription medication in the U.S. is the plastic pill case. In these ads, a pill case is CGI-rendered into a metaphor for the grim reality of opioid addiction. The renderings are exquisitely detailed, featuring unique characters and environments. Each character is hyper-realistic with details and features that suggest an independent backstory. These characters trapped inside pill cases are eye-catching and alarming — a powerful symbol of the human cost of the opioid epidemic.