Big Vape: The Rise and Fall of Juul is directed by R.J. Cutler, adapted from TIME health correspondent Jamie Ducharme's book
. There are many reasons behind their appeal to studios, among them that they tend to come with built-in audiences—but as I learned firsthand over the past few years, they can also give projects new depth and complexity.. In addition to being interviewed on camera, I served as a consulting producer on the series.
Quite the opposite. It gave us an incredible foundation for the shape of the narrative and the structure of the narrative, but also highlighted where we would want to add things that weren’t in your book. There was a lot of freedom; this was going to be a cinematic telling of the story as opposed to a prose journalism telling of the story.
One of the things I get asked a lot is what surprised me the most about Juul’s story. And to me, the biggest surprise was that the damn thing worked. In spite of all the mistakes the company made and all the things that led to the fall of Juul, they did invent this electronic cigarette that had the potential to do all the things they set out to do.
I was similarly surprised by that while writing my book. I had covered vaping for a couple years when I started, but when I fully immersed myself in the story, it became even more complex to me. It was interesting to see my thought process evolve as the book came together.
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