Los Angeles-based Boxer Films makes an explosive plea for safe driving in this 30-second PSA for the Association of Mexican Insurance Companies for Ogilvy & Mather Worldwide. The dramatic yet simplistic spot features a man busily working at his desk when an unseen collision interrupts him, leaving him splayed, lifeless, across his desk. Saiz’s unflinching camera stays focused on the devastating tableau until slowly dissolving to a stark white-on-black graphic, “7 of 10 accidents occur when you are thinking of something else.” The PSA was filmed entirely in-camera with a network of wires and pulleys attached to the actor and erased later in post. The best take came on the seventh try.
// From our friends at Communication Arts