What Addiction Looks Like
Animated PSA Video

Client: Atrium Health

Directed & Animated by Rock Jackson

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To illustrate that addiction is more than just a lack of self-control, I developed a metaphor involving a driver and a steering wheel inside the mind. In this concept, when a person suffers from addiction, the driver is unable to control the wheel.

 

After refining the idea with the client, it evolved into an image of a speedboat shaped like a generic head, submerged deep in water. The top of the head is open, revealing the driver of the boat. The upper half of the forehead is made of glass, acting as a windshield through which the driver sits with a dog by their side, gripping the steering wheel. The driver, symbolizing the unaffected, has control over the wheel, while the addict, represented by the submerged head, is unable to take control.