Concept & Ambition

To encourage smoking parents to break their habit by capturing how smoking is perceived through the eyes of their children, as something dangerous, irrational, and frightening. We visually contrasted everyday domestic scenes with a surreal, Looney Tunes-style TNT dynamite stick to highlight the hidden dangers.

Role & Craft

Working alongside agency IMA, I led the project as Creative Director and Lead AI Artist. Translating the concept into photorealistic imagery required a rigorous, labour-intensive Gen-AI workflow involving multi-pass iteration, targeted regenerations, upscaling, and precision retouching.

Execution & Reach

Three key visuals were rolled out across national press, social media, and UK-wide OOH campaigns, including London 48-sheet billboards and bus shelter 6-sheets.