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Gabby Jones

Photographer
   
Juul
Projects (4)
Clients: The New York Times, The Wall Street Journal, Forbes, MTV, Bloomberg News
School: S.I. Newhouse School of Public Communications at Syracuse University
Public Project
Juul
Copyright Gabby Jones 2024
Date of Work Oct 2018 - Ongoing
Updated Nov 2019
Topics Juul
In a series of iPhone images, Juul follows the rapid rise of a new highly addictive electronic cigarette. The new E-cigarette combines a sleek “USB” look with a myriad of fun and fruity flavors in order to appeal to their demographic. Unsurprisingly, as soon as the E-cigarette was released it gained popularity amongst teens and young adults at an alarming rate. Almost over night, all of my cigarette-smoking friends were now using Juul, those who had already quit cigarettes were giving in to Juul’s allure, and those who had never smoked to begin with were trying it out. The product allowed them to intake nicotine at any given moment, any place and any time. A product that was once marketed as a way to quit smoking was seemingly having the opposite effect. They were replacing one vice with another and actually worsening their nicotine addiction because of the Juul’s convenience. 

The Juul became part of them. Held with a tight grip in their hands. The most commonly asked question became, “Where’s my Juul?” A simple relaxing night instantly became a moment of hysteria at the haunting echo of it being lost. The Juul would suddenly appear in some of the most unimaginable places. And thus, this is my ode to Juuls. 

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