After choosing the Traffic Safety PSA as my next project and choosing my partner to work with, I knew this topic was broad enough to give both of us very creative freedoms writing a story for the project. The main thing I noticed when watching the examples was how similar many of them were. The same message, similar way of portraying the message, even down to the shots used. Mixing that with me thinking of the most impactful PSA’s I see (the dramatic, sad-toned PSAs), I decided I would try things a bit differently.

I would frame the video around one of the passengers giving an interview, and while the tone from the music and the shots makes it clear that something bad has happened, it wouldn’t be explicitly clear what happened until the end, making it a sort of twist. It was a heavy subject we were doing PSAs for, so I wanted to make a heavy commercial to go with it. It’s a bit of new territory, making something with such a sad tone, but it made the message more powerful in the end, I believe.