"I'm the right person because I don't need to show blood and gore and wrecked cars. What I wanted to do was show the interior side of the catastrophes," he told NPR's David Greene. "It's a deep raw emotion - the kind of deep wounds that are in those who were victims of accidents and also in those who were the perpetrators. Their life has changed and they are suffering forever. They have this sense of guilt that pervades every single action, every single day, every single dream and nightmare."
Unlike many PSAs, Herzog's eschews graphic visuals and flashy editing, instead opting for the slow burn of a longer narrative, where raw emotion has more space to unfold and ultimately sink in.
"Originally I was supposed to do four spots, 30 seconds long, but I immediately said these deep emotions, this inner landscape can only be shown if you have more time," he said. "You have to know the persons. You have to allow silences, for example, deep silences of great suffering."
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