The Ask: Turn a disliked/hated brand into one people will love, or at the very least, like.

The Solve: Reposition Juul as a tool to quit smoking through an app-powered, six week weaning program, exclusive to Juul.  Our target is 21 - 35 year old cigarette smokers.

Art Direction: Michelle Greeley + Kenzie Storier

Copy Writing: Aubrey Estes

Below are three pre-roll spots. We would restrict the ads to 18+.