This 30-second commercial is a public service announcement made for BikingRules.org, a non-profit organization that promotes safe cycling in New York City.

Most of us believe we’re acting safely on our bicycles, even if we break a little rule every now & then. But it only takes one bad call to cause a terrible mistake — one that you may never recover from. We shot our PSA using LEGO bricks as a way to appeal to a wide audience of children, teens, parents, and retro-loving 20- and 30-somethings, and to teach a serious lesson in a lighthearted (yet hopefully memorable) way.

RED LIGHT : Biking Rules PSA
campaign for Biking Rules.org

Producer: Sean Kenney
Director: MA Shumin
Stop-motion animator / Editor: David Pagano
Music / Sound Designer: Brian Kenney