This project for ProRail focuses on promoting safety awareness around train tracks, specifically urging people not to cross when the gates are down or the barriers are about to come down. The core message is about making the right decision — not crossing the tracks at the last moment when it's already too late, symbolizing the danger of hesitation.

Creative Approach:

The approach uses a strong visual metaphor to show that indecision in this critical moment can have severe consequences. The shattered thought bubble — as the train crashes through it — reinforces the immediate danger of crossing tracks too late. It's a stark, impactful way to remind viewers of the importance of being cautious and following safety guidelines.

The project is designed to be engaging while reinforcing a serious message, using the character’s internal conflict as a way to drive home the importance of not rushing or hesitating in moments when safety is at risk.

It’s a simple but powerful visual concept, designed to stick in people's minds and prompt them to think twice before acting impulsively around train crossings.

Concept Breakdown:

• Brand: ProRail (Dutch railway infrastructure operator)

• Assets: 3 main assets, with reformat variations (likely for different platforms or aspect ratios)

• Key Message: "Don't cross the tracks when the gate is down." This is communicated through a visual metaphor of hesitation, with the character contemplating whether to cross just as the train is approaching.