Every once in a while you get a chance to concept and shoot a great idea for a great cause. This spring, the NC Healthy Start Foundation gave me that opportunity. The message about infant safe sleep hasn’t changed in years, so they came to me looking for a fresh way to catch viewers’ attention and inform them about the dangers of Sudden Infant Death Syndrome. I presented a few ideas, and focus groups confirmed that the most compelling concept was the best approach. So we moved forward with production of “Danger.” My clients gave me an unbelievable amount of creative freedom. And I didn’t take that trust lightly. Note: No babies were harmed during the making of this spot. In fact, not one of them even cried. 🙂 Danger starts airing in selected markets in North Carolina April 11th.