Senior Creative & Art Director

INPES

COnception and art direction
PICK YOUR POISON CAMPAIGN

Alcohol abuse remains a major public health issue, often underestimated because of its social acceptance.

The challenge was to raise awareness about the real dangers of excessive alcohol consumption without relying on moralizing or fear-based messaging. Instead of hiding the risks, we chose to make them visible.

“Pick Your Poison” transforms alcohol into a metaphorical poison, exposing the consequences behind each type of excess. The campaign invites viewers to confront a simple question: Do you really know what you’re choosing?

Videos on the menu

Pink Nightmare reveals the risks of unprotected sex and sexually transmitted infections. Blue Kamikaze confronts the dangers of drunk driving and the accidents that follow. Bloody Shot exposes the violence and fights often fueled by alcohol. Each “poison” becomes a visual metaphor, linking a familiar drink to the real-life consequences it can trigger.