405 express lanes
less driving. More living.
Overview
With the new 405 Express Lanes opening, we were tasked with developing a way to get people excited. Our angle, the less you’re driving, the more you have time for living — and so our campaign became “Less Driving. More Living.” In a series of vignettes, we developed funny and clever ways that people were getting parts of their lives back.
The campaign spanned across several websites and social media initiatives. Each character was given their own cutdown and there were two hero videos created for different demographics.
The hero spot
The hero commercial highlights how the 405 Express Lanes help people spend less time in traffic and more time enjoying life. Through a series of humorous, relatable characters, the spot shows how faster commutes lead to more rest, less stress, and time for what matters most. By improving traffic flow, safety, and convenience for all drivers, the Express Lanes create benefits that extend beyond the road. The message culminates in a simple promise: less driving means more living.
Teddy
Teddy dreams of being a squirrel trainer. As ridiculous as it is, so is spending time in traffic instead of achieving your dreams.
rachel
Rachel is not a morning person. Thankfully, the 405 Express Lanes allows her to sleep in, so that she can be her best self.
Charlotte
Like many of us, when we’re under the pressure of time, Charlotte makes mistakes.
Adam
This spot was the first of the second phase of the 405 Express Lanes campaign. With the first phase being successful, OCTA and the 405 Express Commission requested another round of spots.
Hector & Maria
This was the second spot of our second phase of the production. In an effort to speak to a demographic in their 20’s, we developed Hector and Maria.
Social Versions
To round out the “Less Driving. More Living” campaign, we created social 9:16 and 1:1 versions of each spot. These were used across Instagram, TikTok, and YouTube Shorts.
