Editor: Gabriela Tessitore, Frederic Brehm
Every cigarette takes 11 minutes from your life. What if you could get that time back? Machine 11, which turns a cigarette into a meaningful 11 minute experience, was placed on the rainy streets of New York City to see how people would react. We worked with Ogilvy and Unit9 to create a compelling and emotional story from footage shot during this social experiment.