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.”
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.
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.
Tagged: Anonymous Content, BBDO New York, David Lubars, Erik Fahrenkopf, Frédéric Planchon, Grant Mason, Greg Hahn, Grooveworx, Jody Lee Lipes, Kevin Mulroy, LP Tremblay, Matt MacDonald, Polyester, Rich Orrick, Sonic Union, The Mill, Work Post