Texting and driving is still one of the most dangerous habits on the road—yet warnings and PSAs were often too dramatic, overused, or simply ignored. We needed a way to show the deadly consequences of a split-second distraction, without relying on over-the-top shock tactics.

Solution

We created a series of ultra-short, ten-second TV spots showing seemingly ordinary moments—until they didn’t finish. The story simply stopped, fading to black before the danger hit. The absence of resolution made the threat feel more real. It was a subtle, psychological way to cut through a noisy category while avoiding the usual crash tropes.

Campaign

Directed by Michael Downing, the campaign aired province-wide for a Crown Corporation client. Working across multiple stakeholder groups, we balanced emotional impact with client sensitivities around tone. Though we didn’t fade fully to black, the message still landed: all it takes is one text to change everything.

Impact

• Broadcast across British Columbia as part of a larger safety initiative

• Proved that even short-form work can leave a lasting impression

• Delivered a public message with restraint, empathy, and cinematic tension

:10 Radio

Associate Creative Direction/Copywriting: Allen Forbes, Art Direction: Graeme Jack, Creative Direction: Liam Greenlaw, Director: Michael Downing