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    Grey NY, Tool Introduce Fictitious Product Line Designed To Raise Awareness, Funds To Help Moms, Opioid Dependent Newborns

    By SHOOTUpdated:No Comments2450 Views

    Every 15 minutes a baby is born withdrawing from opioid dependency–primarily because their mothers have little-to-no access to treatment for their substance use disorder. As this crisis hits critical mass, the Urgent Love Initiative of Roanoke, VA has teamed up with ad agency, Grey New York, to help those very mothers and their soon-to-be newborns find treatment.

    Using insights from interviews conducted with Neonatal Intensive Care Unit professionals with experience at Carilion Clinic and other medical centers, Urgent Love created the first baby product line designed around the withdrawal symptoms faced by
    newborns affected by opioids. They dubbed their tragic new brand, Opi’s.

    Examples of the products include a morphine-injecting baby spoon and rattle with a heart monitor attached. Consumers can find the products via a digital ad campaign featuring mommy-bloggers, influencers, Instagram and Facebook ads. 

    With the help of Grey and Tool of North America, 3D models and prototypes were created to highlight key aspects of infant withdrawal. An online store and influencer-led ad campaign were then launched. The products, which are not for sale, are meant to visually represent the impact of the opioid epidemic on families and directly raise money for Urgent Love. The non-profit program helps moms suffering from addiction find the support, education and treatment they need for a healthy future.

    “Most addicted mothers who need this treatment have no help available to them, or no money to pay for it,” said Nancy Hans, Executive Director of The Prevention Council, and co-founder of the Urgent Love Initiative. “By launching Opi’s, we hope to raise awareness, raise desperately needed funding to help mothers before they wind up in a situation where they’re having a child while addicted to opioids, and ensure their postpartum path forward remains drug-free.”

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    Credits

    Client Prevention Council of Roanoke County Agency Grey New York John Patroulis, worldwide chief creative officer; Joe Mongognia, executive creative director; Brett Simone, Lillian O’Connor, associate creative directors; Abigail Hoeflinger, copywriter; Alyssa Gaddis, art director; Bryce Mathias, social strategist; Finn Leslie, sr. content architect; Brian Lai, designer; Mauricio Ruiz, creative technologist; Bruce McDonald, VP, executive producer; Samantha Alvarado, integrated producer; Owen Dougherty, chief communications officer. Production Tool of North America Ryan Hawthorne, lead 3D artist; Adam Baskin, director of innovation; Seth Williamson, president/prop design. Townhouse Michael Sapienza, exec producer; Thomas Brink, video photographer; Chase Wagner, video photographer, assistant editor. Editorial Cosmo Street Marlo Caine, editor; Kyle Moriarty, assistant editor.

    ScreenWork Categories:Commercial
    Video Tags:Grey New YorkTool of North America



    Top Spot of the Week: Director Daniel Warwick’s Short Film “Ritornerai” Is Like A Painting That’s Subject To Interpretation

    Thursday, August 13, 2026

    Daniel Warwick directed and teamed with producer Jakob Rühle to conceive of and develop this short film titled Ritornerai (Italian for “you will return”).

    “Three days before an actual commercial shoot, my producer [Rühle] and I realized that we had a camera, a location, an actor, a pair of Lederhosen and a few beers to brainstorm,” Warwick said. “Suddenly my producer yelled ‘Objectophelia’ and the idea was born.”

    Known for his big and bonkers, epic visual storytelling, Warwick’s Ritornerai--albeit more meditative than some of his other work--does not disappoint. It is a wholly original and offbeat story with an exquisite scenic backdrop that leaves plenty of room for interpretation.

    Filmed in the Italian Dolomites, Ritornerai features a man in Lederhosen who appears from behind a bush and enters a Grand Hotel where he begins to touch the beautiful haptics and textures of the whole place. Seemingly overtaken by objectophelia, we observe him enjoying the sensory experience deeply and emotionally. He enters the big ballroom and sits by the piano where he utters the film’s only line, “Ritornerai.” He approaches a giant painting of a landscape and eventually we discover that he is actually in the painting.

    “Ritornerai has inspired many different interpretations,” said Warwick. “People let their minds wander a bit. Love it or hate it, I really like that it doesn’t want anything from you. For that reason, maybe it’s a little more artful because people can take away whatever they want.”

    The production company on Ritornerai was Zauberberg Productions. Director Warwick is handled by production house O Positive for commercial representation in North... Read More

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