Directed by Peter Sluszka and created for the FDA's Center for Tobacco Products' "The Real Cost" campaign by FCB New York, the tobacco-tinged "Little Lungs" appears in a series of digital videos, in which his attempts to be cool and join in with normal teen life (and his healthy pink lung friends) are thwarted by his stunted growth, caused by smoking.
The campaign is designed to resonate with a teen audience and target them within digital environments such as YouTube, Facebook, Snapchat and Instagram. Specifically, the campaign focuses on reaching at-risk teens, who live a more chaotic lifestyle and suffer from lower socioeconomic and educational levels making them more stressed out than their peers.
Peter Sluszka, winner of various awards and accolades, may be the most calm and patient director in the business. With strong roots in stop motion, it’s easy to understand why. It also helps that he's gleaned a thing or two from his time working alongside the legendary Michel Gondry.
Peter is a skilled mixed-media director, but above all, he is a clever designer and a fabrication whiz. It's not uncommon to find him fully immersed in a project and getting his hands dirty with set design, fabrication, or even animation.
Having directed original content animation, commercial productions, music videos, television series and feature films, Peter's portfolio is brimming with live action, CG and stop-motion feats. He’s manipulated everything from traditional foam latex puppets to meat, origami, snow, yarn and (literally) tons of clay.