MADD Commercial - TVC 30 - Impaired Is Impaired

Mothers Against Drunk Driving (MADD Canada) is a charitable, grassroots organization that is committed to stopping impaired driving and supporting the victims of this violent crime. At the heart of MADD Canada are volunteers who include not only mothers, but fathers, friends, business professionals, experts in the anti-impaired driving field and concerned citizens who want to make a difference in the fight against impaired driving. Their aim is to offer support services to victims, heighten awareness about the dangers of impaired driving by alcohol or drugs, and to save lives and prevent injuries on our roads. Driving while under the influence of alcohol or other drugs is a terrible crime that touches all of our lives and it is an irresponsible, dangerous and intolerable act.

MADD came to us wanting something very different for their Impaired Is Impaired campaign, something that would stand out and be memorable to young drivers. We went through several different concepts in house, but the concept we eventually decided to pitch to MADD was approved with much enthusiasm.

The concept was simple. Show a car accident on a lonely road and highlight evidence of the driver being impaired by weed. The execution, however, was going to be challenging, as we wanted to do it in a style similar to Sin City.

The first thing we did after creating the style boards was the intense dramatic soundtrack. This needed to tell the story without using words to get the impact we wanted. The result was a very tense audio track that should be very effective, especially when the commercial airs in cinemas as planned.

Once the style boards were approved we began gathering reference shots for the commercial. The whole background scene was actually photographed half way up Seymour Mountain Road in Vancouver BC, then retouched in Photoshop to produce the heavily stylized look we were going for. We then built the scene again in Cinema 4D and projected the Photoshop file onto the 3D geometry using a camera mapping technique. This now allowed us to move the camera around in the scene with real world texturing, almost like a virtual version of the mountain road we shot.

We used a similar camera projection technique for the body, we recreated the road surface in our studio and shot from the angles we required then projected the shots onto a 3D model of the body in the scene.

Incidentally, the weed props were also made in house from cotton buds, twigs, oregano and lots of glue.

Sit back and turn up the volume for this one... Its very intense.

Category:

Nonprofits & Activism

Tags:

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