RK Venture Tours Driving Safety from Medical Professionals’ Perspective

By Erik Oster Comment

RK Venture launched a pair of 30-second spots as part of its “The Things I’ve Seen” driver safety PSA campaign for the New Mexico Department of Transportation (NMDOT).

Each spot shows the aftermath of a driving accident from the perspective of a medical professional. In “Physical Therapist,” a woman explains that she’s had to harden herself emotionally to perform her job. Still, it bothers her to see her patients suffer from injuries that could have been prevented by wearing a seatbelt. The spot, directed Sean Broughton and edited by Dan Maloney, switches from footage of the accident, in which a woman doesn’t wear a seatbelt and crashes into the windshield, to the physcial therapist working with the patient. “If you could see what I see,” she says, “you’d never drive unbuckled again.”

The approach combines more well-worn shock tactics with an appeal to authority. Unfortunately, the former gets pushed to extremes in the “Surgeon” anti-drunk driving spot, making it a good deal less effective than “Physical Therapist.”

“The final results deliver our message with stunning impact,” claims RK Venture owner, executive creative director Richard Kuhn. “Drinking and driving and not wearing a seatbelt all to often result in shattering consequences that can be avoided. I couldn’t be more pleased with what Sean Broughton and Dan Maloney brought to the table, and the finished spots.”

“The main focus of this edit was to strike a balance with the pacing–while still giving the stellar VFX shots room to breathe,” added Maloney. “The process was integrated and pretty seamless–working with Nick and Sean is always a pleasure.”

Credits:
Client: NMDOT

Agency: RK Venture
Broadcast Creative Director and Copywriter: Nick Tauro
Agency Principal and Executive Creative Director: Richard Kuhn

Production Company: HalfLife* Digital
Director: Sean Broughton
Producer: David Garcia
Director of Photography: Dean Mitchell

Editorial Company: Cut + Run
Editor: Dan Maloney
Assistant Editor: Nicole Berg
Executive Producer: Rana Martin
Head of Production: Julia Williams

Visual Effects: Jogger
Lead Artist & Online Editor: Sean Broughton
CG artist: Boaz Livny

Color Correct: MPC
Colorist: Adrian Seery

Audio Post: Sonic Union
Mixer: Brian Goodheart

Music Production & Sound Design: Finger Music
Composer/Arranger: Brian Englishman
Executive Producer: Ewa Miller
Sound Designer: Cameron Thompkins

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