Durable Goods’ Christina Xing Directs Nicotine Cessation Spot for Quit Partner

Durable Goods Director Christina Xing recently helmed a new spot, 'Keep Quitting', for Quit Partner, an inclusive and free statewide resource to help Minnesotans quit tobacco use. Conceived by marketing agency Haberman, the integrated campaign will be promoted through a mix of video, social, digital display, out-of-home, and print executions.

Developed in partnership with community leaders, the spot authentically depicts three diverse individuals, each on their own unique emotional journey to quit smoking, vaping, or chewing commercial tobacco products. Bringing her penchant for cinematic, performance-driven filmmaking, Xing set out to convey characters who felt authentic and relatable to the audience, while highlighting the support systems Quit Partner offers.