I co-concepted and art directed this 30-second PSA, using a striking visual metaphor centered on the human eye to reinforce the message that any level of impairment behind the wheel can have life-altering consequences. Through cinematic close-ups, tension-building visuals, and a dramatic reveal, the spot illustrates how impaired perception can lead to devastating outcomes, ending with the reminder that any high is a DWI. The creative approach was designed to be visually arresting, emotionally resonant, and impossible to ignore.
I co-concepted and art directed this animated PSA, collaborating with animator Tony Wann to create a bold, graphic-driven campaign that challenges common misconceptions about impaired driving. Using kinetic typography, simple iconography, and dynamic motion design, the spot highlights that impairment comes in many forms, from alcohol to cannabis and other substances, reinforcing the message that no matter the source, impaired driving is dangerous. The visual approach keeps the message clear, engaging, and memorable while delivering a serious public safety reminder.