This conceptual project explores a nationwide smoke-free campaign developed for the Swiss Federal Office of Public Health.

The campaign is built around the idea of loss, translating the invisible consequences of smoking into a powerful and immediate visual. A face gradually dissolves into smoke, evoking the quiet disappearance of a loved one and turning absence into something tangible and unsettling.

Through a restrained yet intense composition, the visual captures a haunting gaze emerging through smoke, designed to engage viewers on an emotional level and prompt reflection. The campaign was conceived for high-visibility placements across major Swiss cities, including Geneva, Basel, and Zurich.