AT&T - It Can Wait
It’s no easy task to tackle the everywhere-you-look-all-the-time-basically-at-every-stoplight-in-LA-and-also-the-highway-and-everything-in-between-and-it-only-seems-to-be-getting-worse-even-though-it’s-obviously-the-worst-thing-ever problem of distracted driving. Especially if you don’t have any money to do it. Like, no money, ever. But that’s what I did for AT&T’s It Can Wait campaign to end distracted driving from 2016-2021. Like I said, we never had any money, but I did have the freedom to make pretty much anything I could come up with without it.
I don’t know if we ever made a dent in the maddeningly pervasive problem of staring at your phone behind the wheel, but we certainly did our best. And I’m honestly proud of what we were able to do. Everything below is taken from the seemingly countless organic content series I was in charge of creating for ICW’s social channels over the years.
This series was called Meditations to Switch Gears. It’s like the Calm app, but for driving distraction free.
This was just a fun evergreen post we made for Halloween. The phones are having a costume party where the scariest costume of all is the Distracted Driver. This was my stop motion directorial debut.
These next couple were from a series called Fun With Stock. We took random stock videos and added animated text to make them about driving distraction-free.
This was a post we made for The Masters, although it’s more Caddyshack than Masters.
This was from a series called the LOL Toll. We had life sized emojis causing real life damage.
This series was called The World’s Most Attractive Roads. The idea was to show people roads from around the world that are so beautiful, you can’t take your eyes off of them. Each month, we released a featured stretch of eye candy with a tantalizing Tinder style bio.
The next few are just examples of some more evergreen stuff we’d have to come up with on a regular basis. We made hundreds of these. The lesson was: no matter how much you scratch the bottom of the barrel, you can always pull something new out.
The Hypnotist
The Hypnotist ran in the Discover page, Snapchat's editorial publishing platform. Given the nature of Discover's content — which is driven by colorful GIFs, animations, and ear-catching sound effects — we were able to create an ad that was playful, eye-catching and engaging within its 10 second time constraint.
The Zen Driver
The Zen Driver ran in Stories, Snapchat's curated coverage of user-generated snaps from around the world focused on events, festivals, and celebrations. To remain native to the UGC nature of Stories, we shot the spot on a phone and utilized the popular zoom feature used among Snapchat users to drive the story.