As a girl crosses the road on her bike, she looks towards the camera, and sees something we don't... 

David Magnier's test PSA throws a spotlight on one of the horrific aspects of modern life - the number of cyclists regularly being killed on busy city roads. It's a mesmerising 60 seconds that gets its message across in a more poignant and reflective fashion than most; graphic in an artistic sense, with the repeated use of a circle device, rather than in terms of its content.

Most importantly, it still pulls on the viewer's emotions, highlighting the tragic aspect of so many needless deaths.       

DAVID MAGNIER:

"One of the biggest issues in London at the moment is cyclist being killed everyday on the streets. There seems to be a lack of concern from many drivers and they don't see cyclists as people, but as nuisances. I have written and self funded this test commercial to humanise cyclists and create awareness of their vulnerability."