Every year, high school students across Massachusetts put their creativity to the test by writing scripts for public service announcements aimed at promoting road safety to their peers. The winning script gets the Hollywood treatment (okay, maybe Boston treatment) as it’s brought to life with the help of an advertising agency, courtesy of Fundación MAPFRE.

The idea? Who better to reach teens than teens themselves? After all, they know how to speak their language—and deliver life-saving messages that actually stick.

For the 2024 winning script (shoutout to Natick High School!), I teamed up with the small-but-mighty crew at CTP Boston to make it happen. With a PSA budget that was more "DIY" than "blockbuster," we rolled up our sleeves and handled everything from casting to sourcing props and designing the set. It was scrappy, rewarding, and a blast to see the vision come together!