First Call

Pillcase – Caskets, Pillcase – Prison

Agency: VML


A common symbol of prescription medication in the U.S. is the plastic pill case. In these ads, a pill case is CGI-rendered into a metaphor for the grim reality of opioid addiction. The renderings are exquisitely detailed, featuring unique characters and environments. Each character is hyper-realistic with details and features that suggest an independent backstory. These characters trapped inside pill cases are eye-catching and alarming — a powerful symbol of the human cost of the opioid epidemic.

This professional campaign titled 'Pillcase – Caskets, Pillcase – Prison' was published in United States in April, 2018. It was created for the brand: First Call, by ad agency: VML. This Print medium campaign is related to the Public Interest, NGO industry and contains 2 media assets. It was submitted over 5 years ago.


Advertising Agency: VML, USA
Production Company: La Lupa
Global Chief Creative Officer: Debbi Vandeven
North American Chief Executive Officer: John Godsey
Executive Creative Director: Tony Snethen
Group Creative Directors: Nick Allegri, Glen Scott
Managing Director, Brand Planning: Ian Davidson
Global Group Planning Director: Adrian Adshade
Creative Directors: David Santiago, Jose Martinez
Associate Creative Director: Daniel Miller
Associate Copywriter: Tanner Wadsworth
Senior Producer: Ethan Downing
Account Supervisor: Kaylee Douglas
Senior Account Manager: Rachel Tonneson
Media Supervisor: Belinda Kocen
Art Director: Natasha Ygsi
Creative Director: Troy Leyenaar
Digital Art Chief: Juan David Ramirez / La Lupa
Head of CGI Team: Andrés Vergara / La Lupa
Retouching Chief: Adriana Cuartas / La Lupa
Senior CGI Producer: David Alvarado / La Lupa
CGI Support: Tatiana Muñoz / La Lupa


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