SILVER Winner – Jonathan Knowles

Sponsored by Williamson Carson

Breathable Bullet
This campaign highlights the dangers of of lead contained within disposable vapes. Vapers literally breath in poison. A bullet shape was made from the amount of lead contained within each vape, to show the amount of poison that will build up in a vaper’s body.
We created a bullet sculpted from precisely 56.8 micrograms of lead — the same amount found in a single illegal vape. Measuring just 0.3mm in height, the bullet was almost imperceptible to the naked eye, and we shot it with microscope lenses, whilst lighting it in the same way as we would light any still life. The Breathable Bullet line was actually engraved on the item, so we had to bring that out too. Even finding the text was a challenge.

The Bullet
We created a bullet sculpted from precisely 56.8 micrograms of lead — the same amount found in a single illegal vape. Measuring just 0.3mm in height, the bullet was almost imperceptible to the naked eye, and we shot it with microscopic lenses.

The Bullet on a Finger Tip.
A sculpted bullet from precisely 56.8 micrograms of lead, same amount found in a single illegal vape. Measuring just 0.3mm in height, it was almost imperceptible to the naked eye & shot with microscopic lenses.
Resulting visual speaks loudly, despite its almost imperceptible subject. A stark reminder that something so small can carry deadly consequences; not just metaphorically, but literally

Agency: Publicis London
Creative Director: Barret Helander
Creative Director: Rhys Hughes
Head of Production: Megan O’Hagan
Production Assistant: Beatrice Icke
Retoucher: Gareth Pritchard

© Jonathan Knowles
@StudioKnowles

Renowned London-based advertising photographer & filmmaker, celebrated for striking still-life & liquid imagery. Self-taught, he has created campaigns for many brands worldwide. Known for technical precision & in-camera mastery, his work has earned global awards and shaped the visual language of drinks, beauty, and special effects photography.