Click It Or Ticket logo over a family buckled up in a car, dressed in Halloween costumes

Trading fear for warmth in seat belt messaging.

Overview

Click It or Ticket is a Utah Department of Public Safety seat belt campaign, historically built on shock and fear. I art directed two evergreen spots, “Seasons” and “Hold On,” that appeal to families through genuine emotional connection, each paired with billboard creative.

The Challenge

For years, Click It or Ticket spoke to hardcore non-users, mostly men, with shock and fear. Crash data showed risk at both ends of the age spectrum, children and older adults, and many people believe short trips or the back seat don’t need a belt.

The Idea

Swap fear for care under the line “Buckle up. Every age. Every seat. Every time.” Two spots built on family moments rather than crashes, one following three generations across the seasons and one turning the seat belt into an embrace, each paired with billboard creative.

Year
2025
Role
Senior Art Director
Services
Concept DevelopmentClient PresentationArt DirectionVideo DirectionCasting, Wardrobe & Props

Seasons Video & Billboard

Click It Or Ticket billboard reading Buckle Up, every seat, every row, every trip

Hold On Video & Billboard

Click It Or Ticket billboard reading Buckle Up, every trip, every seat, every age
Startup State Teen Memoriam