Face It TOGETHER
Agency: LRXD
Role: Associate Creative Director and Copywriter
Featured on AdWeek
Addiction recovery is traditionally treated the same way – if you’re sober, you’re successful. But anyone who has struggled with addiction, or has a loved one who has, knows that approach will doom you to fail. Face It TOGETHER treats addiction differently, focusing on what got you there in the first place. Because they understand that “sober” doesn’t necessarily mean “better.”
While other addiction treatment programs advertise the sunshine and rainbows after addiction has been conquered, we showed the other side – the raw struggle and never-ending cycle of starting back at Day 1 and trying to get sober.
On a shoestring budget, we shot dashboard confessionals using an iPhone to show the raw and emotional road to recovery.
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Additional spots and assets were creating using a neon sign concept to trigger a visceral response and quickly give the association to bar signs and drinking. The messaging was equally as jarring as the live-action spots and targeted both those with an addiction, as well as their loved ones who can also benefit from coaching.