Despite numerous campaigns and laws passed over the years, the “texting while driving” phenomenon continues to cause far too many wrecks.
So now, a group of NYC-based advertising and production folks whose resumes include stints at BBDO and BBH NY aims to raise awareness of the problem with a 30-second film for the organization TxtResponsibly.org. This time, though, the parties involved decided to tweak the usual texting-while-driving PSA formula by replacing mobile devices with deadly metaphor.
Aimed mainly at teens, the spot — currently running on YouTube pre-roll and local stations — was shot over a weekend in New Jersey and seemingly takes its cues from Russian Roulette.
Still, its blunt messaging is relevant to all age groups.
Director: Thomas Shim
Cinematographer: Anthony DeRose
Producer: Mike Wallach
Art Director: Jamie Shin
Copywriter: Sarah Rosenshine
Editor: Alison Mao
Colorist: Jaime Obradovich
Compositor: Lynzi Grant
Color Facility: Company 3
Special Effects: The Artery VFX
Post Producer: Katie Andrews
Actor: Hyten Davidson
Gaffer: Matt Pecca
First Assistant Camera: Ian Bracone
Key Grip: Corey Bracone
Swing G&E: Manny Santiago