AT&T: The Face of Distracted Driving by BBDO New York

Client: AT&T
Date: Apr 2018
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AT&T has brought attention to two victims of distracted driving by using technology and family interviews to picture what they would look like today if they had lived.

It’s the latest iteration of AT&T’s ‘It Can Wait’ campaign, and it makes sure that everyone hears the message loud and clear during Distracted Driving Awareness Month – that no distraction is worth a future.

If Caleb Sorohan and Forrest Cepeda were alive today, they might be pursuing their dream jobs or teaching their kids to play sports. Maybe they’d still be figuring life out. But we’ll never know – smartphone distracted driving cut their lives short. The two tell us this, talking directly to the camera, in a feat of technology and family participation.

Forensic artists and visual effects teams recreated what Caleb and Forrest would look like today had they not been killed, and each 30-second spot tells the story of what they might be doing with their life. The spots end on the line, “This is what Celeb Sorohan/Forrest Cepeda would look like if they hadn’t been killed in distracted driving accidents.”

Film director Errol Morris captured Caleb’s and Forrest’s heartbreaking stories through in-depth interviews with their families. In two short film productions, viewers hear their siblings tell how special their lives were and see their mothers’ pain as they remember their loss.

The new campaign was created by BBDO New York.


Agency: BBDO New York

Client: AT&T

Title: The Face of Distracted Driving

Chief Creative Officer, Worldwide: David Lubars

Chief Creative Officer, New York: Greg Hahn

Executive Creative Director: Matt MacDonald

Creative Director: Kevin Mulroy

Creative Director: Bianca Guimaraes

Director of Integrated Production: David Rolfe

Group Executive Producer: Julie Collins

Executive Producer: Dan Blaney

Producer: Bree Hopenwasser

Senior Account Director: Kathryn Brown

Account Director: Katie Hollenkamp

Account Director: Jaimie Donohue

Account Manager: Katelyn Burns

Account Executive: Caroline Main

Chief Strategy Officer: Crystal Rix

Strategy Director: Charles Baker

Project Manager: Claire McCastle

Production Company: Biscuit

Director: Errol Morris

Line Producer: Julie Ahlberg

Managing Director: Shawn Lacy

Executive Producer: Jeff McDougall

Head of Production: Rachel Glaub

Editorial For Caleb & Forrest :30s & Longforms: Exile NY

Editor: Steven Hathaway

Assitant Editor: Molly Rokosz

Executive Producer: Sasha Hirshfield

Producer: Evyn Bruce

Editorial & Finishing for Case Study Video: No6

Editor: Ryan Bukowski

Producer: Laura Molinaro

Executive Producer: Corina Denison

Finishing / VFX: The Mill NY

Chief Creative Officer: Angus Kneale

Executive Creative Director: Ben Smith

Creative Director: Gavin Wellsman

Creative Director: Corey Brown

Shoot Supervisor: Patrick Heinen

Colorist: Fergus McCAll

Executive Producer: Rachael Trillo

Senior Producer: Nirad “Bugs” Russell

Co-ordinators: Sophie Mitchel & Mia Lalanne

2D Leads (Caleb): Krissy Nordella

2D Leads (Forrest): Burtis Scott

Compositors: Corrie Brown, Jamie Scott, Kevan Lee, Rob Meade

Design: Bobby Ushiro

Music by Human

Executive Producer: James Dean Wells

Caleb :30 Composer: Theo DeGunzberg & Gordon Minette

Caleb LF Composer: Seth Fruiterman

Forest :30 Composer: Ed Dunne

Forest LF Composer: Craig DeLeon

Audio Post by Post Human

Post Producer: Craig Caniglia

Engineer: Sloan Alexander

Age Progression Art: Phojoe

Age Progression: Jovey Hayes

Age Progression Art Direction: Emanuel Craciunescu

BTS Shooting for Age Progression art: a DETROIT REEL production

Producer/Director: Marco Aluia

Cinematographer: Patrick Elliott

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