At any given time, 660,000 people are on their phones while driving. That's roughly the population of Detroit. So AT&T wanted to convince people that even a quick look at your phone can take a life. 

We created a short film called Close to Home, in which six characters go about a perfectly average day, until a seemingly innocent glance at a phone changes all of their lives irrevocably.

The film was shared from Creativity's site over 900k times in the first week, crashing both Creativity and Adweek's sites, and racked up well over 25 million views.