Amtrak “The Walk” PSA
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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.
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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
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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.
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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.