Smoking cigarettes as a teenager can permanently stunt the growth of your lungs. The result is a loss of your potential: You may never be all that you were meant to be. We set out to make this case to teens with a big, eye-catching production. Partnering with Oscar-winning effects artists, amazing set designers and makeup wizards, we brought to life a familiar story in a brand-new way that will make teens think twice about the cost of cigarettes and will literally take their breath away.