CHP – Motorcycle Safety
STRATEGIC INSIGHT
Motorcycle fatalities were rising. The CHP Motorcycle Safety Program existed to help — but riders weren't enrolling. The insight was simple and a little uncomfortable: riders don't respond to fear. They respond to pride.
So we challenged them. Prove to us you have what it takes to ride safely. A bold ego-challenge became the most human brief I've worked on in years — and the most AI-produced.
Every frame prompted, directed, and edited with AI. Not as a cost-cutting exercise. As a creative choice that proved the point: when AI is used in service of a human idea, it gets sharper, faster, and more powerful than ever.
THE RESULT
71.3M+ video impressions. 7.8M+ video views. 472K+ clicks. 39.1% YouTube TV interaction rate versus a 15–25% benchmark. +33% year-over-year increase in riders enrolled in safety training. The highest lift statement: "I feel like CHP genuinely cares about keeping motorcyclists safe."
THE HUMAN TRUTH
AI made it. Human insight made it matter. And 33% more riders made it home safely.
Production: Layer8
Executive & Creative Lead: Ali Bach
Prompted, directed and edited: AI or Die
Music: Sebastian Pille, Audio: AE West
