Don’t be a But

My last project at Preston Spire was pitching for Minnesota Department of Public Safety. The brief was to not blame the driver when they are driving a routine route and get too comfortable behind the wheel. I had the idea that every bad decision behind the wheel starts with a but. I created the character and worked with the Copywriter to transform the script into a concept video to help sell the idea instead of just showing a storyboard.

“I know it's a school zone, but I'm late.”

“I shouldn't text while driving but it's one second.”

“I had a few drinks but it's only two miles.”

This campaign catches drivers mid-rationalization and calls them out with a word that's one letter away from being an insult.