Young drivers are notoriously difficult to reach with road safety messages. A fresh approach that prioritizes relatability over authoritarianism was needed.
Launch a film career
and save a life
The challenge to invigorate a flagging film student grants program was presented to us. The initiative by the Transport and Accident Commission (TAC) calls on young filmmakers to craft a 45-second flick, aimed at stirring change in the behavior and perspective of their peers when it comes to phone usage while behind the wheel.
The entire program was overhauled including the naming, conceptualisation, and full-scale management. We rose to the occasion by crafting a magnetic brand identity that would captivate and ignite the passions of young filmmakers.
The winning filmmaker is awarded with a $5,000 cash prize and a staggering $50,000 production budget to bring their creative vision to the big screen, showcased at over 500 partner cinemas nationwide during the Melbourne International Film Festival (MIFF).
With over 500 film concepts submitted since its inception, The Split Second Film Competition is back for its fourth year, standing tall on the shoulders of its successful 2018 edition.
ROLE:
Naming ◦ Art Direction ◦ Brand Identity ◦ Launch Campaign
NAMING FOOTNOTES:
The moniker "Split Second" embodies the dichotomy of the film competition. In a fleeting instant, one's fortunes could be forever altered, as a split second could ignite a blazing trajectory in the film industry, or prove to be a pivotal moment that saves a life.
APPROACH TO ART DIRECTION:
A ubiquitous phenomenon that has captured everyone with a smartphone - our devices have transformed into instruments of widespread distraction. The art direction was ignited by the universal challenge of resisting the alluring radiance and seduction of our screens, accentuating the dire ramifications of just a mere second of inattention while behind the wheel.
PRESS AND VIDEO LINKS:
2018 Winning Film “Heavenly Gates” ◦ Split Second Winner BTS
◦ Campaign Brief Write-up ◦ Campaign Brief announcing winner