Old Enough to Drink? Act Like It.

Washington Regional Alcohol Program / Broadcast Video, Social, Web, OOH
Roles: Concept, Art Direction, Production Oversight, Graphic Design

Crafted to target men aged 21 to 34 who risk driving under the influence after a night out, this campaign directly leveraged their desire to be seen as mature, capable adults. To prove that responsible choices are the true mark of adulthood, the strategy framed drinking and driving as an inherently immature act worth mocking rather than a casual lapse in judgment. The third-year creative brought this contrast to life through a comedic 30-second video featuring a full-grown "man-baby" at a bar, using lighthearted humor across video, social, and digital assets to reframe safe rides home as a simple, common-sense standard for grown-ups.

Results:

3.31 million broadcast views
90.71% VCR

Act Like It 30s

Video Process

Directed the visual narrative by overseeing talent casting, wardrobe selection, and detailed shot storyboarding to ensure precise movement on camera. On set, I worked side by side with the director to align our creative vision and leverage their expertise for the best possible execution.

Social + Landing Page + OOH

We developed a comprehensive ecosystem of creative assets designed to deter driving under the influence while driving traffic to a dedicated landing page, where our audience could explore the real-world consequences of drinking and driving.