Deadly Dose
Virginia Foundation for Healthy Youth
THE CHALLENGE
In 2023, Virginia continued to face a devastating drug overdose crisis:
2,463 overdose deaths among Virginia residents (a slight decrease from 2022, but still near historic highs).
79% of overdose deaths involved fentanyl, fentanyl analogs, or tramadol.
21,881 overdose-related ER visits, underscoring the urgency of intervention.
Fentanyl—often undetectably mixed into counterfeit pills and party drugs—was disproportionately harming teens and young adults. The Virginia Foundation for Healthy Youth needed a modern, social-first campaign capable of reaching Gen Z where they live and scroll.
OVERARCHING BRAND CONCEPT
We created DeadlyDoseVA, a bold, truth-telling campaign exposing the dangerous reality:
“Fentanyl has been found laced in pills and powders across Virginia — and it’s killing young people.”
The creative approach intentionally broke away from traditional PSA tropes. Instead of fear-mongering, we centered clarity, credibility, and culturally relevant storytelling that reflected the real social environments Virginia teens navigate.
SOCIAL-FIRST VIDEO CAMPAIGN
We produced a suite of nine short-form videos, each designed for TikTok, Reels, and YouTube Shorts. The videos featured a diverse cast that authentically represented the breadth of the state, from rural communities to suburban and urban areas.
Shot over three days on location in Virginia, the videos created an emotional, educational bridge between data and lived experience.
THE RESULTS
Early data from the Virginia Department of Health shows a dramatic shift:
1,403 overdose deaths in 2024 (preliminary, as of September 2025)
A 43% decrease from 2023
Final numbers will not publish until November, but early indicators show a significant positive trend in reduced harm and increased awareness.
While no single campaign can claim full credit, DeadlyDoseVA contributed to a broader statewide effort to educate young people and interrupt overdose risk.
MY ROLE
As the creative lead, I oversaw the campaign from concept through delivery — guiding strategy, visual direction, and messaging.
In addition to leading the team, I also:
Directed half of the videos — my first time in the director’s chair
Led the art direction across video and social assets
Managed talent selection, visual tone, and storytelling approach
Ensured platform-native creative execution across the full campaign suite