TO CHANGE BEHAVIOR, WE CAN’T BE AFRAID TO SHOW THE WORST-CASE SCENARIO.

Tackling this assignment from concept and storyboard to shooting and careful editing, we were given the leeway to help drivers understand the consequences of a split-second decision. Our aim was to communicate the seriousness of the problem without the off-putting melodramatic style of many PSAs. In this case, we believed that showing less was more powerful.