Alcohol, but make it pinball.

In this NIAAA social video, the human body becomes a game board, complete with lighting effects, bumpers, and a fast-moving “ball” representing alcohol as it hits different organs.

I developed the concept and wrote the script, packing it with pinball references wherever possible while keeping the medical language accurate and untouched. It started as a “we’ll tone this down later” idea but ended with the client enthusiastically saying, “It’s all good here.”