Cannes Lions

Never Drive High

GORDITOS, Montreal / SOCIETE DE L'ASSURANCE AUTOMOBILE DU QUEBEC / 2020

Film

Overview

Entries

Credits

Overview

Execution

Safely staging an authentic and violent head-on vehicular collision with a tight budget was possible with adequate foresight and planning. The head-on crash was covered in a single take with 4 cameras to ensure that maximum coverage and editorial options would result.

The Special FX of the cannabis plant appearing and taking control of the steering wheel required meticulous design choices. It needed to have a creeping, insidious energy that was void of any comedic or lighthearted interpretation. The resulting CGI animation perfectly captures the sense of something creeping up on the driver, much like how the mentally clouding effects of cannabis can be much stronger than someone might initially assume.

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