Tenure partnered with Paramount to support the development of The Real Cost’s eye-catching educational experience, “The Nature in You,” as part of the campaign’s inaugural VidCon sponsorship. The Real Cost tasked Paramount with reaching today’s teens and helping them understand the consequences of vaping–enter VidCon, where 19% of the show’s 55,000-person audience are teens and the younger generations’ passion point of caring for the environment.

From ideation to fabrication to on-site activation management, Tenure delivered upon a real-life embodiment of the scary truths about vaping. Seemingly a nature-focused exhibit from the outside, the black box build intrigued guests with its invite to “Take a Breath” and a break from VidCon. Inside, the lines between nature and body blurred across 600 square feet, underlining the critical point that humans are a pristine ecosystem that must be taken care of. 

Moving from a peaceful and lush tree pathway to the inside of a healthy-breathing lung to a bleak back room that embodied pollution, Tenure’s expertise and capabilities for spatial storytelling and scenic design delivered a movie-like journey. This six-part sensory walk-through experience included living plants, moss, and trees; spatial sound and installation art; projection mapping; and digital screens with custom content.

The fact underlined this experience and that over 2,700 attendees walked away with: Toxic chemicals can pollute your lungs.