Quitline - Any Time of Day

Beat The Cravings was one of the most fascinating commercial briefs I’ve tackled.

Rather than create a single TVC, we made 24 individual films, one for every hour of the day. Each 15-second spot targeted a specific moment when smokers feel cravings most intensely, from the first coffee of the morning to the quiet drive home at night. It was all grounded in data from surveys and research that pinpointed exactly when and why those urges strike.

I wanted the films to feel real and deeply relatable, so every creative decision was about capturing the shared rituals and tiny details of daily life: hands on worn steering wheels, kitchen counters cluttered with dinner prep, the hush of a late-night takeaway run. Visually, the films were designed as a rhythmic series of vignettes—locked-off shots, graphic framing, and hard cuts to mirror the way cravings can hit suddenly and without warning.

Each spot was its own little world, but together they built a powerful collective truth: that cravings are universal, and quitting smoking is a journey shared by many.