The Best Work You May Never See: 72andSunny, Director Tucker Walsh Put Viewers In Opioid “Treatment Box” For Truth Initiative


Robert Goldrich
Tuesday, Oct. 23, 2018


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More than 115 people in America die every day from opioids and, in 2016, 2.5 million young adults (ages 18-25) reported misusing an opioid in the past year, making this one of the most critical public health issues of our time. That’s why Truth Initiative®, the Ad Council and the U.S. Office of National Drug Control Policy (ONDCP) collaborated to create The Truth About Opioids campaign, a multi-channel opioid public education truth® effort, which first launched in June.

Produced in partnership with 72andSunny, the second phase of the campaign has just been unveiled. Titled “Treatment Box,” this phase brings Americans face-to-face with opioid addiction, withdrawal and treatment. The project entailed filming three full days of 26-year-old Rebekkah’s real treatment experience with opioid addiction. That footage was placed on a multimedia installation in NYC  to capture the emotional reactions of passersby viewing the installation that highlights the importance of treatment and the fact that opioid dependency can happen after just five days.

The Truth About Opioids campaign focuses on preventing and reducing misuse of opioids among youth and young adults. It’s designed to destigmatize addiction by showing how it can happen to anyone and quickly. The campaign is designed to help young people understand the facts about opioids, the risk of addiction and the crucial role young people can play in solving the crisis within their communities.

Tucker Walsh of m ss ng p eces directed the “Opioids--Treatment Box” videos for 72andSunny.


Client Truth Initiative, The Ad Council Agency 72andSunny Garrett Jones, creative director/designer; Nate Virnig, Peter Albores, creative directors/writers; Garrett Combes, designer; Chase Hilton, writer; Marc Pardy, strategy director; Carlin Wilson-Webb, Jim Haight, executive film producers; Annie Dietz, film producer. Production m ss ng p eces Tucker Walsh, director; Ari Kushnir, Brian Latt, Kate Oppenheim, managing partners; Dave Saltzman, Edward Grann, exec producers; Kathryn Berk, supervising producer;  Rebecca Davis, head of production; Mike Woods, director of immersive; Tristan Nyby, DP. Casting Dina Buglione, casting director. Editorial Whitehouse James Dierx, editor. Postproduction Carbon Jordan Stricklin, post producer. Music Butter Music+Sound, bicoastal Vlad Berkhemer, music composer; Annick Mayer, music producer. Sound Design Lime Sound Design (LSD), Santa Monica, Calif. Michael Anastasi, sound designer. Audio Post Lime Studios, Santa Monica, Calif. Michael Agostino, mixer.

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