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Above the Influence Plays Puppeteer to Force Bad Behaviours on Teenagers

Sonic Union, 1 year, 11 months ago

Sonic Union teams with Hill Holliday for campaign visualising teens leaving important decisions in the hands of others

Above the Influence Plays Puppeteer to Force Bad Behaviours on Teenagers

Creative agency Hill Holliday and WAX editor Christopher Huth team up with Sonic Union mix engineer David Papa to literally force the hands of teens into making questionable decisions in the impactful new 30 second spot “Who Controls You” for Above the Influence, a program of the non-profit Partnership for Drug-Free Kids. 

The spot, directed by Vine famer Maris Jones, features teenagers in a variety of potentially precarious situations, with a hand reaching in from off-screen to compel them to go against their own better judgment and influence their decisions. A girl has her sandwich pushed away from her as she reads a fashion magazine emblazoned with underweight bikini-clad models, another girl plucks a bottle of prescription medication from the bathroom cabinet while a friend looks on eagerly, two smitten teenage boys are pushed to break affection and are scurried to different sides of the couch, and a girl is driven to become the ringleader of her group of cackling friends to bully a nearby loner. In the final vignette, a boy continues to reject a red cup continuously pushed his way, deliberately placing it out of his eyesight, followed by the voiceover, “If you’re not in control, then who is?”

Creative Agency

Account Manager: Jeff Nowak, Kelly Sullivan

Art Director: Alyssa Fishman

Chief Creative Officer: Lance Jensen

Copywriter: Amanda Roberts

Creative Agency: Hill Holliday

Creative Director: Rick McHugh

Group Creative Director: Kevin Daley

Planner: Ross Cidlowski

Producer: Colin Sweeney, Bryan Sweeney

Project Manager: Julie Heger

Music and Sound

Audio Post Production: Sonic Union

Sound Mix: David Papa

Studio Director: Justine Cortale


Edit Assistant: Jean Taylor

Editor: Christopher Huth @ WAX

Executive Producer: Toni Lipari

Producer: Evan Meeker

Post Production / VFX

Colourist: Stephen Picano

Print / OOH

Line Producer: Tara Saxson

Production Company

Director: Maris Jones

DOP: Ramaa Mosley

Executive Producer: Hope Farley

Production Company: Adolescent