This idea centers on how vaping cravings pull teens out of the moments that matter most. Instead of being present, laughing with friends, focusing on a goal, or experiencing something unforgettable, nicotine interrupts, distracts, and disconnects. The concept reframes vaping not as a quick fix, but as a quiet thief of meaningful experiences, showing how cravings can make teens miss the very moments that shape who they are.

Agency: FCB New York
Client: The Real Cost FDA
Product: Social Spots
Executive Creative Director: Gary Resch
Senior Art Director & Copy Writer team : Lina Trejos & Ryan Cousins