AT&T Close To Home

At&T’s latest version of the “It can wait” road safety campaign is “Close To Home”, an online film bringing together six characters on what appears to be a perfectly average day. Their lives are then irrevocably changed by the devastating consequences of a seemingly innocent glance at a phone while driving. Following the collision, the action slowly reverses to show the scene just before the accident, followed by the message “No post is worth a life,” with the word “post” then changing to “glance,” “email,” “search” and “text” accompanied by the voiceover, “AT&T reminds you, it can wait.”

AT&T Close To Home boy

Close To Home Credits

The AT&T Close To Home campaign was developed at BBDO New York by chief creative officer, worldwide, David Lubars, chief creative officer, New York, Greg Hahn, executive creative director Matt MacDonald, senior creative directors LP Tremblay and Erik Fahrenkopf, creative director/art director Grant Mason, creative director/copywriter Kevin Mulroy, director of integrated production David Rolfe, group executive producer Julie Collins, executive producer Dan Blaney, music producer Melissa Chester, senior integrated business manager Cristina Blanco, managing director Mark Cadman, senior account director Brian Nienhaus, account director Gati Curtis, account manager Johnny Wardell, account executive Sigourney Hudson-Clemons.

Filming was shot by director Frédéric Planchon via Anonymous Content with executive producer Eric Stern, producer Paul Ure and director of photography Jody Lee Lipes.

Editor was Rich Orrick at Work Post with assistant editors Adam Witten and Trevor Myers, executive producer Erica Thompson and producer Sari Resnick.

Visual effects were produced at The Mill by executive producer/head of production Sean Costelloe, line producer Nirad ‘Bugs’ Russell, VFX supervisor Gavin Wellsman, 2D leads Gavin Wellsman; Krissy Nordella, 2D compositors Michael Smith; Chris Sonia, Keith Sullivan, 2D assists Heather Kennedy; Sungeun Moon, Yoon-sun Bae, Marco Giampaolo, 3D artists Yili Orana , Corey Langelotti, pre vis artist Jeffrey Lee, editor Charlotte Carr, designer Clemens den Exter and colourist Aline Sinquin.

Motions graphics and titles were produced at Polyester.

Sound was designed by Brian Emrich. Sound was mixed at Sonic Union by Steve Rosen. Music was produced at Grooveworx by executive producer Dain Blair with original music composed by Rob Simonsen.