NHTSA needed to reach Hispanic teens with a safe driving message that wouldn’t feel like another lecture. I wrote and led the creative direction for Personalities, a bilingual spot that spoke their language—literally. Drawing on the tone, pacing, and style of social media, the piece met teens where they are, blending English and Spanish in a way that felt authentic, familiar, and worth watching. The result: a message that fit seamlessly into their feeds while making safe driving part of the conversation.