This is the new powerful TV campaign for the Road Safety Authority. The key approach that was employed on this one, was to keep the tone as emotionally ambiguous at the start, not letting the viewer know exactly what is happening. Then, as the ad progresses, and we effectively go back in time, the emotion starts to become clear and the track begins to dissolve and disintegrate to reveal the true theme and emotion. The 'cyclical' effect of the camera move, also drives the progression in the melody, and rather than a big dramatic end, prior to impact, we made the decision to keep this small and understated.