The main inspiration for the art direction was naïve art, which is known for bold colours and relatively odd use, or lack of use, of perspective and depth. This style was picked to base the PSA’s look from because it was felt it could offer a great level of shock value between the appearance versus the what happens within the PSA, thereby making it more memorable. On top of that, given it is a PSA it would hypothetically be shown at all hours day and night on TV, and the dissonance between mature late-time shows and adverts opposed to the PSA would be more likely to grab the viewer’s attention.

The target demographic we were mainly appealing towards are young adults who are the most likely to get into car accidents. Though I can’t say for certain whether this way of portraying naïve art would appeal to young adults as intended (it might be more effective if everything were drawn slightly differently) I do feel as though a level of dissonance was achieved with the PSA between style and subject matter.

Concept art

Given the art that was used to draw inspiration from, characters, backgrounds and objects are all drawn in a semi-simplistic way that plays on simple shapes. Colours used are often garish and everything is meant to give the impression that a child drew everything.