Cancer Research UK at AMV BBDO
While working in-house at AMV BBDO, I was part of a campaign for Cancer Research UK aimed at encouraging people in and around London to quit smoking. At the heart of the campaign was the “Breathe Test”—an interactive-style ad that challenged viewers to hold their breath and read a scrolling block of text, simulating the impact of smoking on lung capacity.
As the lead graphic and motion designer, I used typography and carefully paced animation to create ads that were deceptively simple, yet physically engaging. Working closely with the creative director and team, we tested the experience ourselves—holding our breath as we timed and refined the speed of the animated type to ensure an authentic challenge.
The final assets were deployed across a range of public and digital channels, including bus shelters, Tube stations, Facebook, and Instagram. The campaign was both striking and memorable, prompting a deeply personal interaction with the message. The client was pleased with the execution and emotional clarity of the work.
Role: Motion Designer, Graphic Designer
Deliverables: Layout, Digital and Motion Design
Tools: Illustrator, After Effects, Adobe Media Encoder
Location: London, England
