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First Call

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.

Advertising Agency:VML, USA
Production Company:La Lupa
Global Chief Creative Officer:Debbi Vandeven
Executive Creative Director:Tony Snethen
Group Creative Directors:Nick Allegri, Glen Scott
Managing Director:Ian Davidson
Brand Planning:Ian Davidson
Global Group Planning Director:Adrian Adshade
Creative Directors:David Santiago, Jose Martinez
Associate Creative Director:Daniel Miller
Associate Copywriter:Tanner Wadsworth
Senior Producer:Ethan Downing
Account Supervisor:Kaylee Douglas
Senior Account Manager:Rachel Tonneson
Media Supervisor:Belinda Kocen
Art Director:Natasha Ygsi
Creative Director:Troy Leyenaar
Digital Art Chief:Juan David Ramirez, La Lupa
Head of CGI Team:Andres Vergara, La Lupa
Retouching Chief:Adriana Cuartas, La Lupa
Senior CGI Producer:David Alvarado, La Lupa
CGI Support:Tatiana Muñoz, La Lupa