In 2015, AT&T’s It Can Wait campaign set to raise awareness that while texting and driving is still a problem, the issue has grown to include any type of smartphone activity that takes eyes off the road when driving. To reach the sports enthusiast, we sought to tell the story of an athlete that 'could have been', leading into the start of the football season in September.

What resulted was the heartbreaking story of Fletcher Cleaves, a promising football player out of Cordova High School in Memphis, TN who became paralyzed from the chest down in the aftermath of a tragic accident on Sept. 9, 2009. The same day Fletcher was announced as a starter for the Lambuth University’s football team, what seemed like an ordinary drive after practice changed Fletcher’s life forever when an

oncoming driver, distracted from looking at their phone, drifted into Cleaves’ lane.

Director and Producer went down for 10 days on their own. Had to cast someone with a similar body type to the real-life person in the story. Lent camera few days early that they wouldn’t have had time to shoot in the two days of actual shooting. They shot Inserts, actor running at night, actors driving van--all before shooting. A lot of details that added to the film that would have never gotten done that they you shooting at the high school and his home.

Trying to flip the car—the resources and drivers being able to pull off for the money was challenging. Stunt failed 3 times. Found a solve, reacted quickly, got coverage of car on the ground.

Shot in 105 degree heat. Kids being athletes, being careful about shooting them while it’s too hot—weather limited. Core team took on student filmmaking attitude when they weren’t proper days.