Anti-Cannabis Campaign
MHA
A campaign film for the Ministry of Home Affairs’ anti-cannabis education effort, aimed at young Singaporeans whose perception of the drug had softened with regional trend lines. The brief was to break through that softened perception without lecturing, and without making a film so heavy-handed it would be ignored. We took a horror frame: a young man’s first encounter, then the slow realisation of what’s happening to his mind. The film uses genre conventions to do public health work the audience would otherwise tune out. Made for MHA’s youth-targeted distribution.
