NHTSA
Real People. Real Conversations. Safer Roads.
Across multiple initiatives for the National Highway Traffic Safety Administration, I helped lead the creative strategy and execution of campaigns connecting critical safety messages with audiences through sports, talent and culturally relevant storytelling.
The work spans original content, broadcast and CTV, social, digital, podcasts, live sports and experiential turning familiar safety messages into ideas people actually want to watch, share and act on.
CULTURAL RELEVANCE
Meet audiences where they already are.
TALENT-LED STORYTELLING
Use credible voices to make the message personal.
INTEGRATED CAMPAIGNS
Extend the idea across every platform and touchpoint.
MEASURABLE IMPACT
Turn awareness into action and safer behaviors.
Four behaviors. Four creative approaches. One mission.
NHTSA 2026
STAY READY
Kelsey Plum + Jackie Young
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“Stay Ready” connects the focus, anticipation and reaction time required on the basketball court to the same awareness drivers need behind the wheel.
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WNBA Champions. All-Stars. Olympic gold medalists. Kelsey Plum and Jackie Young bring elite-level credibility to Stay Ready, connecting the focus and split-second decision-making of basketball to staying alert behind the wheel.
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68.4M Impressions
117% Delivery
$459.9K Added Value
56.5% Social Engagment Rate
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As the demands of the day pile up, Vince Carter and Tracy McGrady cut through the noise to focus on one simple priority: Buckle Up. A visual reminder that no matter how busy life gets, seat belt safety shouldn't get lost in the shuffle.
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NBA legends, Hall of Famers and seven-time All-Stars Vince Carter and Tracy McGrady bring their natural chemistry and credibility to the campaign, grounding the message in the routines, discipline and focus that have defined their careers.
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205.7M Impressions
115% Delivery
$1.7M Added Value
WHITE BOARD SESSIONS
Vince Carter + Tracy McGrady
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This Moment reframes speeding around presence, connecting the focus required in defining sports moments to the attention required behind the wheel. When the stakes are high, being fully present matters. Stay present. Save lives.
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NFL stars Cam Jordan and Mark Ingram II bring firsthand experience with pressure, focus and split-second decisions—using defining moments from their careers to connect staying present in the game with staying focused on the road.
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130.8M Impressions
142% Delivery
$1.14M Added Value
THIS MOMENT
Cam Jordan + Mark Ingram II
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Pass the Pledge turns a personal commitment to drive sober into a shared act of accountability. Each athlete makes the pledge, then physically passes it forward—creating a simple visual metaphor designed to keep the commitment moving.
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Featuring Jake Butt, Mark Ingram II, Jerry Ferrara, Rob Stone and Matt Leinart, the campaign brings together voices from across sports and entertainment to pass one shared commitment forward: drive sober and encourage others to do the same.
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245.2M Impressions
147% Delivery
$1.37M Added Value
429K Pledge-Site Clicks
PASS THE PLEDGE
Multi-Talent Campaign
Creative that drives change.
Speeding, distracted driving, seat belt use and impaired driving each demand a different creative approach. But every campaign starts from the same belief: the strongest safety messages don’t just tell people what to do—they give them a reason to care.
By pairing NHTSA’s mission with trusted talent, culturally relevant ideas and integrated storytelling, we built distinct campaigns around one shared goal:
Make safer choices matter in the moments that matter most.
THE BIGGER STORY
MY ROLE
Leading the creative across the partnership.
Since 2023, I’ve led creative development across our work with NHTSA, helping turn critical traffic-safety messages into campaigns designed to connect with audiences through sports, culture and recognizable talent.
My role spans the larger creative relationship, from shaping campaign strategy and developing concepts to guiding production, talent and execution across multiple initiatives and years.
Executive Creative Direction
Creative Strategy
Concept Development
Campaign Development
Production Leadership
Talent Direction