This project involved multiple TVCs and roadside billboards all sharing a single theme and purpose; to dehort drivers from speeding. This was achieved through the use of animated x-ray scenes featuring numerous bone breaking accidents caused by speeding.

The creative direction for this project was a semi-stylised version of an x-ray that included arteries, muscle fibres and flesh.

Each iteration of the four TVCs begins in slow-motion as text appears describing the scene as it unfolds. Upon impact the imagery suddenly speeds up showing vivid, realistically simulated bones breaking. Each video featured a different bone breaking accident, with the most disconcerting in our opinion being the spine breaking accident.

This project was able to combine both eye catching stills and striking motion animations to generate public awareness of the dangers that surround speeding.

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