Arnold, MTV Team for ‘True Life: I Can’t Breathe’

BOSTON-Arnold has teamed with MTV and the Massachusetts Department of Public Health to produce “True Life: I Can’t Breathe,” a documentary film about the life and death of Pam Laffin, a smoker whose travails were first chronicled in a series of award-winning regional anti-smoking commercials.

The 30-minute film hosted by supermodel Christy Turlington will air Nov. 14 at 10 p.m., in conjunction with the American Cancer Society’s “Great American Smoke-Out.”

Laffin started smoking at age 10 and died last year at age 31 from respiratory failure due to advanced emphysema, leaving two daughters behind.

The effects of smoking on Pam and her family were first shown in a series of award-winning ads from Boston’s Arnold, which handles the MDPH’s tobacco control account. The shop also works on the national American Legacy Foundation anti-smoking business.

Arnold creative director Pete Favat, who has lensed many MDPH commercials, also directed “True Life: I Can’t Breathe.” Amy Favat and Mark Hankey produced for Arnold; Andrew Huang produced for MTV, with the network’s Lauren Lazin serving as executive producer.