Don't Play With Death

Under the NCDOT umbrella, the Governor’s Highway Safety Program encompasses five key initiatives: Click It or Ticket, Booze It & Lose It, Watch For Me NC, Child Passenger Safety, and Speed a Little, Lose a Lot. The agency turned to French | West | Vaughn to create an overarching campaign to raise awareness across all five programs. Given the gravity of these safety topics, striking the right tone was essential: introducing a playful narrative style while keeping the real-world stakes of playing with death front and center. I stepped in after the initial concepting phase to flesh out the storyboards and define the visual execution. To bring the video production to life, we collaborated with director Josh Steadman and his crew in Raleigh, NC. My responsibilities included art direction on set as well as final creative decisions on locations, wardrobe, and props. Final deliverables included 15-second video and radio spots alongside UI design for the campaign landing page.