We were asked to collaborate with Project (RED) to help promote a documentary on the miraculous effects of Antiretroviral (ARV) drugs on HIV-positive people in sub-Saharan Africa. These drugs, only 40 cents a day, can bring a person ‘back to life’ in 90 days. So, we came up with the concept of a Life Epidemic and created this ad, enlisting the voice talent of Travie McCoy. We got hundreds of thousands of hits on YouTube within the first few days and the documentary was a hit!