Outmatch
Tobacco

Group of girls smiling and holding up shirts
Outmatch tobacco and vape industry NYC sign on gate
Kids playing the spin game ping pong
Step and repeat of outmatch tobacco NYC wall
Kid on a bike giving peace sign against step and repeat wall
Adult handing a basketball to a kid to shoot it into the basket
Putting an outmatch tobacco NYC bracelet on wrist
Shooting basketballs into the basket
Kids playing ping pong with parents around
Guy getting served fruit sticks from someone who works the event
Kid double dribbling two basketballs
People playing ping pong together smiling
Worker at the event giving someone a drawstring swag bag talking
Kid being interviewed in front of a camera
A woman speaking on stage with people listening around
DJ and a guy at the booth with the logo on the table
Ping pong balls in a box with a paddle on top of the table

Outmatch Tobacco

From flavors to freedom.

Tobacco and vape companies use flavors to hook people, but New York City Health Department is pushing back. The campaign empowers communities to challenge industry tactics and reclaim the fun and freedom that belong in their neighborhoods.

Krupitsky led creative direction and event branding for Outmatch Tobacco. The work combined bold visuals, interactive experiences, and a powerful message that fun doesn’t need a filter. The result was an energetic campaign that turned public health into a movement, uniting people under the message #DontGetHookedNYC.

CREDITS
NYC Health
XP Agency
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