Trapped in a Prescription Bottle

Concepts TV Productions’ anti-opioid awareness video "Trapped in a Prescription Bottle" is playing on a Times Square billboard.
The billboard video, produced for client DrugFreeNJ.org, features a man trapped in a prescription bottle with the headline: “In just 5 days, opioid dependency can begin.”

Numbers dominate the concept. Only 5 days of prescription opioid use leads to addiction. 5 days seems so simple and so dangerous. The Countdown is a nod to Times Square, the video’s ultimate screening location.

The pro-bono project was spearheaded by Drug-Free NJ’s Executive Director Angelo Valente and Concepts’ Creative Director Collette Liantonio, both NJ Ad Club Hall of Fame 2018 honorees. Heather Eyrich initiated the concept, Scott English art directed, Jon Calderaro was the actor/director, and Steve Miller executed visual effects and editorial. Rachel Leskanic produced the spot, working with Angela Conover of Drug-Free NJ. The entire video was filmed and edited at the Concepts Studios in Towaco, NJ.