Amtrak “The Walk” PSA

Amtrak needed a PSA to support its “Be Track Smart” program, designed to prevent accidents and raise awareness around the dangers of trespassing on or near train tracks. The goal was to deliver a message that was impossible to ignore, connecting with audiences in a way that would stick with them after viewing.

• Created the first-person POV concept to immerse viewers in the danger of being near active train tracks

• Wrote the copy to heighten tension and drive the safety message home

• Designed the pacing and narrative arc to shift quickly from normalcy to shock, underscoring the risk

• Ensured the tone balanced realism and urgency for maximum impact

The ad was shot from a first-person perspective, placing the viewer directly on the tracks as a train approached. This immersive angle made the danger feel personal and immediate. The copy was simple and direct, reinforcing the stakes: trains move faster and are closer than you think.

By combining experiential visuals with clear messaging, the spot turned a safety warning into a visceral experience.

The Be Track Smart PSA became a standout piece of safety messaging for Amtrak, helping to build awareness of the dangers around train tracks in a way that was both cinematic and unforgettable. The spot reinforced Amtrak’s commitment to public safety while delivering a creative concept that cut through traditional PSA clutter.