Great Guns director Olivier Staub, creative agency Lg2, and creative director Luc Du Sault, have debuted a powerful and dynamic new campaign for SAAQ (Société de l'assurance automobile du Québec), highlighting the danger of using a mobile phone whilst driving.

The intriguing cinematic piece uses stunt performers and impactful photography to recreate brutal collisions that occur when drivers become distracted. Creating a unique campaign out of a sadly common situation, the film highlights how one deadly mistake can trigger an infinite loop of disasters.

Mixing a range of techniques, the campaign was shot entirely through still images. Wanting to explore an entirely new direction, director Olivier chose not to shoot in a traditional high frame rate, instead recording a large amount of detail in each photographed frame. To push the loop of accidents into infinity, he kept the layers of story independent with a mix of photography, CGI, traditional retouching, composition, and 3D mapping.

Director Olivier Staub comments: “I chose to use the idea of a ‘screen within a screen’ to emphasise the never-ending risk posed by mobile phones if people continue to act recklessly. I didn’t want the advert to look like a slideshow, so we shot every necessary angle and perspective in order to reconstruct an animated 3D environment in CGI, preserving all the organic perspective and focus changes.”

The campaign launched across SAAQ’s digital channels