Messaging about public safety is tricky. The topics at hand are pretty serious, and have life-altering/ending consequences for lots of people. Naturally, most highway safety campaigns take a grave, serious, or even hyperbolic tone in order to make an impact with viewers.
The only issue with that approach is it doesn’t really work. It might make for some cool TV spots, sure- but when lives are at stake, the move is to go with a research-backed approach that will actually change behaviors. Scaring someone into buckling their seatbelts or turning over their keys is ineffective. But empathizing with them and connecting with real reasons for staying safe? That’s a winning approach.
So, that’s what the team I am leading on this campaign is endeavoring to do: make creative assets that speak to real people in a way that connects with them by talking about the everyday scenarios where (pardon the pun) the rubber meets the road.
Here are a few of the animated spots, and I’ll post the live action stuff once the cat is out of the bag.
Design Lead: @sodapop.astronaut
Animator: @mikeycomix
CD/Director/Rotoscope DP: Matt Lowery
Editor: @beauleland
“Life Isn’t Scripted”
My friend @brianlawes wrote and directed this very fun concept last year, and I got to check ”90’s Sitcom” of my cinematography bucket list. It was a total blast to break out the 2k ziplights and emulate the look and feel of some of the shows I grew up watching. Cheers to the team that made it happen!
It’s difficult to describe how much admiration I have for @chefandrewblack , but this short piece that I got to write and direct earlier this year as part of a documentary series captures a tiny hint of how special an evening spent at Grey Sweater is. Eating a meal there is an art experience as much as it is a food experience. He’s one of the most creative people I’ve ever put on film, and I feel very lucky to have spent a few days in his world.
One of my favorites memories of this last year is getting to spend some time hearing from @cheff_jeff about the amazing culinary scene in Oklahoma City’s Plaza District. I’ve since spent quite a few lunch hours at Ma Der, and I expect the trend to continue.
*tap to view fullscreen*
“Shapeshifter”, written and directed by @brianlawes
I served as the DP, editor, and colorist on this campaign, and played a big role in figuring out how to do the shadow morphs. It’s a big long story about projector screens and luma mattes.
Captured on Alexa Mini with Cooke Anamorphics (which are apparently breaking Instagram’s brain- click the video to see it in its proper aspect ratio).
Forgive me for not doing a crew list on this one, too much time has passed. But I think it holds up nicely!
I heard that this website was all about making reels but I think I misunderstood.
(Doing my best Errol Morris impersonation for the next episode of Routes)
