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AT&T’s ‘It Can Wait’ campaign shows what distracted driving victims would look like if they had lived

The Face of Distracted Driving: Forrest | It Can Wait | AT&T

In a heartbreaking couple of spots, AT&T is bringing 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.

A behind-the-scenes video digs deeper into the stories of the two boys, and also shows the technology used to help tell those stories.

The new campaign, 'The Face of Distracted Driving,' was created by BBDO New York. Starting tonight (April 27), it will be running in theaters 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.

The ‘It Can Wait’ campaign, now in its seventh year, has had a demonstrable impact on driving behavior. But there is still more work to be done. New research shows that 81% of people admit to texting behind the wheel. 

See the videos by clicking the Creative Works box below.

BBDO New York: AT&T 'The Face of Distracted Driving'

Agency: BBDO New York
Client: AT&T
Date: April 2018
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.
Credits:
 
 
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
 
Tags: United States
 
 
 
 
 
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