In my time at Hahn, this is one of my favorite campaigns.

For the past few years, we had been running the same concept for our Safe Driving campaign. Sure, we had been rolling out new versions with different creative every two years and the ads were typically funny, entertaining, and effective but we felt it was time for a complete refresh.

So at the end of 2025, we worked with the North East Texas Regional Mobility Authority to completely reinvent the campaign. We still wanted to highlight the various distractions that plague drivers but we wanted to approach the campaign by showing off what we have to lose to distracted driving: the lives of the wonderful little critters that inhabit Northeast Texas.

An animated approach felt best. It differentiates itself from the previous live-action video campaign while also anthropomorphizing the animals and giving them distinct personalities.

This campaign also gave me the opportunity to work in more of a director role. I wasn't as hands-on as I have been in past campaigns but I came up with the concept, wrote the first drafts of the scripts, and even played the part of the raccoon in the "Breakfast" spot. It was a great exercise in giving up control over a concept to which I felt very connected.