Building on the momentum of the Steering Wheels initiative, this campaign flips the familiar lens on distracted driving by taking viewers from a moment of joy to a moment of loss. A tight crop of happier times slowly zooms out to reveal a roadside memorial — an image almost every driver knows too well. It’s a visceral, emotional reminder that a distraction behind the wheel can cost far more than attention; it can cost a life. Through striking visuals and stark contrast between past and present, the work reinforces the real-world consequences of distracted driving with clarity and purpose.

Art Direction, Campaign Ideation
Photoshop, Illustrator, InDesign, Video