INTERRUPTED STORIES

///SAO PAULO CITY HALL

///ROLE: CONCEPT+ART DIRECTION

The message against drinking and driving is crucial, but tragically familiar. Our challenge was to find a new and profound way to make people feel the true weight of its consequences, moving beyond the expected images of a crash. We needed to show not just the destruction of a life, but the destruction of a future.
 

Our strategy was to reframe the tragedy. We realized the most devastating loss in a drunk driving accident isn't the single moment of impact, but the countless future moments that are instantly erased. The real story is about all the stories that will never be told. This led us to the idea of "Interrupted Stories."

We brought this concept to life in a film that shows the beautiful potential of a life yet to be lived. As the narrative builds, it is violently cut short by the prelude to an accident. We used a super slow-motion camera to stretch that final micro-instant. This technique makes it painfully clear that in the split second it takes for a drunk driver to cause a crash, an entire lifetime of achievements, dreams, and memories is stolen forever.

The result is a haunting and impactful campaign that forces the viewer to confront the full scale of the loss. It’s a stark reminder that the cost of drinking and driving is not just one life, but all the unlived stories it contained.