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AT&T's 'The Face of Distracted Driving' Aims to End Texting Whilst at the Wheel

Developed by BBDO NY, director Errol Morris captures deceased Caleb’s and Forrest’s stories in interviews with CGI recreated versions of them

AT&T's 'The Face of Distracted Driving' Aims to End Texting Whilst at the Wheel

AT&T’s latest iteration of its It Can Wait campaign is making sure that everyone hears the message loud and clear during Distracted Driving Awareness Month: No distraction is worth a future.

The campaign, now in its seventh year, has had a demonstrable impact on driving behaviour. But there is still more work to be done.

New research shows that 81% of people admit to texting behind the wheel. And sadly, texting while driving is responsible for the lives of two teenage boys featured in two new spots that shine a light on the faces of distracted driving


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. Forensic artists and visual effects teams recreated what Caleb and Forrest would look like today had they not been killed, and each :30 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 Capeda would look like if they hadn’t been killed in distracted driving accidents.”


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

It’s hard to watch, but it’s real.

The new campaign, “The Face of Distracted Driving,” was created by BBDO New York. Starting tonight, it will be running in theatres nationwide (across 5,300 screens) as it premieres before the start of “The Avengers,” then throughout peak movie premiere weeks including “Solo: A Star Wars Story” and “Jurassic World: Fallen Kingdom.”

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Client

Advertiser: AT&T

Creative Agency

Creative Agency: BBDO New York

Producer: Bree Hopenwasser

Executive Creative Director: Matt MacDonald

Chief Creative Officer: David Lubars (Worldwide), Greg Hahn (New York)

Executive Producer: Dan Blaney

Senior Account Director: Kathryn Brown

Strategy Director: Charles Baker

Account Executive: Caroline Main

Chief Strategy Officer: Crystal Rix

Director of Integrated Production: David Rolfe

Group Executive Producer: Julie Collins

Project manager: Claire McCastle

Creative director: Kevin Mulroy, Bianca Guimaraes

Production Company

Production Company: Biscuit/ (BTS) a DETROIT REEL production

Executive Producer: Jeff McDougall

Director: Errol Morris/ (BTS) Marco Aluia - Producer

DOP: Patrick Elliott (BTS)

Managing Director: Shawn Lacy

Head of Production: Rachel Glaub

Line Producer: Julie Ahlberg

Offline

Edit Company: Caleb & Forrest :30s & Longforms: Exile NY/ (Case Study Video) No6

Editor: Steven Hathaway/ Ryan Bukowski (Case Study)

Edit Assistant: Molly Rokosz

Producer: Evyn Bruce/Laura Molinaro (Case Study)

Executive Producer: Sasha Hirshfield/ Corina Denison (Case Study)

Post Production / VFX

Colourist: Fergus McCall

Executive Producer: Rachael Trillo

Senior Producer: Nirad “Bugs” Russell

Shoot Supervisor: Patrick Heinen

Creative Director: Gavin Wellsman, Corey Brown

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

Production Coordinator: Sophie Mitchel & Mia Lalanne

2D : (Caleb)Krissy Nordella, (Forrest) Burtis Scott

Designer: Bobby Ushiro

VFX: The Mill NY (Finishing)

Executive Creative Director: Ben Smith

Music

Music Company: Human

Composer: Caleb - Theo DeGunzberg & Gordon Minette (Caleb LF) Seth Fruiterman/ Forest - Ed Dunne (Forest LF) Craig DeLeon

Executive Producer: James Dean Wells

Audio Post Production: Post Human

Audio Engineer: Sloan Alexander

Producer: Craig Caniglia

Digital Production Company

3D Artist: Phojoe (Art), Jovey Hayes (Progression), Emanuel Craciunescu (Direction)

Category: Corporate and social , Road safety

Genre: Apps , Digital , PR , People , Storytelling