New Mexico DOT: End DWI PSA
The New Mexico Department of Transportation produced a series of public service announcements to shed awareness and try to reduce rates of drunk driving. To deliver the most emotionally impactful message this series was delivered from the narrative perspective of children who suffer from the brutal consequences of drunk driving.
To further the emotional narrative, the visual language of these spots were designed around a collage motif of children’s drawings. The intended concept was that children are illustrating and presenting their tramua through their own visual means.
Creative Role: Art Direction, Visual Development, Character Design, Story Boarding
Final Broadcast Spots
-
Story Boards
-
Character Design Exploration
-
Here I wanted to correlate drunkeness with monstrousness from the lens of the child. As the drunk driver becomes less inebriated he becomes less of a literal monster.
Here I wanted to explore the correlation between the crude and primitive quality of the drunk driver as a way to show how fearful and blocked the memory is for the child. As the traumatic event gets further away the representational detail of the driver becomes more developed.
Exploring hair variations for this father character