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Midnight Sherpa crafted a public service announcement for ALA’s Smokefree LA campaign. From concept to script and design to animation, we wanted to tell a familiar story in a new way. Rather than recite data and statistics, we opted on creating a simple yet poignant narrative. By representing early life milestones via toys on a mobile, the story weaves through a hopeful tapestry of an infant’s yet unrealized aspirations. The gut-wrenching juxtaposition of a lit cigarette embedded among the parade of innocent symbols set in the safe space of a nursery felt singularly powerful.