Pernod Ricard wanted to create a responsible drinking campaign that went to the core of dangerous drinking behaviors.

After a thorough exploration involving a series of brainstorms and focus groups, the new campaign centered on a single concept: denial. No one supports drunk driving, yet people drive while intoxicated because they are in denial that anything bad will actually happen to them.

The campaign started in print format, and I had the task of translating it into video format. The challenge was to illustrate the dire consequences of drunken actions with the same subtlety that was intrinsic to the print ads. Each ad posed a different creative challenge. Visually, I treated them very simply: a direct interpretation of the static images in the print ads into moving images. And I enhanced it with the sound design which was slightly more indicative of the risks involved without being gratuitous.