Old Enough to Drink? Act Like It.

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

Designed to reach men aged 21 to 34 who risk driving under the influence, this campaign challenged the casual nature of impaired driving by tapping into the demographic’s desire to project maturity. Shifting away from conventional fear-based public service announcements, I directed a concept that reframed driving under the influence as an inherently immature act ripe for parody. The creative brought this tension to life through an absurd, comedic visual narrative centered on a full-grown man behaving like an infant in a bar setting, establishing a disarming creative platform that scaled across broadcast, social, and digital touchpoints to position planning a safe ride as the only real mark of adulthood.

Results:

3.31 million broadcast views
90.71% VCR

Act Like It 30s

Video Process

I guided the visual language from pre-production through principal photography, directing the casting, wardrobe styling, and detailed storyboarding to map out every frame and camera movement. On set, I collaborated closely with the director and director of photography to maintain strict alignment with the creative vision, making agile, real-time adjustments to maximize comedic timing, performance nuances, and visual storytelling on camera.

Social + Landing Page + OOH

I architected a multi-channel creative ecosystem engineered to disrupt impaired driving behaviors and guide audiences seamlessly toward a dedicated digital experience. Scaling the campaign across paid social, digital display, and high-impact motion, the creative paired sharp visual hooks with clear calls to action. The traffic converted directly onto a responsive landing page where visitors could interactively explore the real-world legal, financial, and personal consequences of driving under the influence.