A trucking technology company needed to emphasize safety to future customers and investors.
Innovation: Applied social identity theory to overcome fundamental attribution error, which is when we attribute our own bad behaviors to external circumstances, but someone else’s bad behavior to their internal personality. We made our truck driver character a family-oriented father, so that viewers would consider him in their in-group, instead of the out-group of "dangerous truckers." The video helped the company get onto Bloomberg News and raise their next round of funding.
Role: Creative director, cinematographer, editor.