Carolina’s Imaging Center approached us to develop an ad educating people in the area (smokers, in particular) about a new procedure that can identify lung cancer before it becomes symptomatic. Lung cancer is a fear that most smokers share, as it’s common knowledge that heavy smoking comes with the risk of cancer.
We built the ad around an image that was immediately arresting to the viewer. The “ashtray lungs” are a shocking effect, because it puts the fear of cancer in such visual terms.
