ImageMaster Information: Coming This Summer

"Coming This Summer"

ImageMaster Productions – Saving Lives on Georgia’s Roads

ImageMaster Productions has recently completed production on two dramatic public service announcements for the Governor’s Office of Highway Safety’s (GOHS). The PSA’s are raising awareness for two of GOHS’ campaigns aimed at reducing injuries and deaths caused by automobile accidents.

View the "Coming This Summer" PSAs
	Operation Zero Tolerance
	Summer Heat
	The Safety Belt

(downloadable video: requires Real Player)

"Operation Zero Tolerance - You Drink. You Drive. You Lose.", is Georgia’s impaired driving enforcement and education program. "100 Days of Summer H.E.A.T" serves to inform drivers of the same zero tolerance when it comes to excessive speeding, aggressive drivers, and occupant protection violations, as well as impaired driving.

Playing off the surge of summer blockbuster action movies, Creative Director Dan Johnson wrote and designed the attention-grabbing, fast-paced and highly visual campaign, entitled "Coming This Summer". The spots announce "non-stop action" and "true stories", and warn viewers of DUI road-checks, targeted patrols and heightened enforcement periods, portraying the severe consequences of "a sure fire ticket!" and "a roller coaster ride to jail!".

Jim Bridges, Director of Photography,
on location for "Summer Heat"

"We were working with what is essentially a video production budget, but to execute the look and feel of a summer movie trailer, we decided to shoot the spots on 16mm film," Johnson says. "My goal was to create spots that would, more than anything, be effective and truly influence driving behavior in the target demographic of 18-34 year old drivers," Johnson added.

ImageMaster was selected to create the series of spots based on their planned approach to utilize clear and proven research, as well as their track record of consistent high quality production, design and execution.

Research shows that high production quality is an imperative element of successful campaigns, in order to capture the attention of an audience who has been exposed to numerous low quality PSA’s, which they tend to ignore. Studies also show that the portrayal of realistic, negative consequences, a focus on heightened levels of enforcement, and arousing legitimate concern in viewers, are most effective in changing the attitudes and behaviors of drivers.

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