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For the UK's Department of Health and Social Care, Arthur Studholme directs 'Power Up Your Willpower', encouraging smokers to quit through NHS support tools.

For the UK’s Department of Health and Social Care, Arthur Studholme directs “Power Up Your Willpower,” encouraging smokers to quit through NHS support tools. The film uses gaming-inspired visuals to position willpower as something you can level up 

Production Co: Magna
Director: Arthur Studholme

Agency: MullenLowe
Client: DHSC