The 4:3 frame reveals the age, but the concept remains timeless. In 1999, when Arnold and Crispin Porter Bogusky conceived the truth campaign, 23% of teens smoked. By 2016, that number had dropped to 6%. Each truth campaign was more shocking than the next, and I was lucky to get to produce this one.

Thousands of people crossed our path during those five days in New York. The most special one, to me, was our Singing Cowboy, Tom Cook. After losing his larynx to cancer, caused by smoking, Tom turned inward and lived an intentionally quiet and isolated life.

Years later, when we found him in a nationwide search, he hesitated to participate in the campaign, as he never wanted to be a public figure. In fact, the day before the shoot, he almost quit. But he didn't. Instead, he exposed himself and his greatest vulnerability with the hope of a better and healthier future for others.

The by-product: Tom rediscovered a part of himself that had lain dormant for 20 years. He became an anti-smoking advocate and has been speaking publicly about his experience and inspiring others ever since that day in 2006 when we shut down traffic in Herald Square during rush hour.