Good Use For A Pain In The Neck

Many creatives bust their asses for their agencies. Some go even further.

When Cultivator Advertising in Denver was asked to do a PSA on snowboard safety for the National Ski Patrol, it looked no further than art director August Sandberg’s X-rays. Sandberg survived a near-paralyzing accident a few years ago at a swimming reservoir and had the pins in his neck to prove it—X-rays of which he liked to display at the office.

When it came time to do the spot, creative director Tim Abare thought of bringing X-rays like those to life, and having the skeleton talk about the dangers of the halfpipe.