In New Zealand and Australia we call the death toll (attributed to deaths on the road) the 'road toll'. This is where the idea of a 'toll booth' came from for the film.
Ayson’s unique observational view of the world, coupled with a penchant for odd individuals, are qualities that define his work. His fascination for what motivates ordinary people, combined with knowledge of all film genres, creates an authentic context to deliver hilarious, and dramatic, observations. The industry accolades have followed. Steve’s commercial work has been widely recognized among the most coveted award shows in advertising including top honours from Cannes Lions, ADC, D&AD, New York Festival, One Show, AICP, LIA, Ciclope Festival, Clios, Ad-Age A-List, Shots and the Andys. Ayson is also a four-time nominee for the prestigious Director’s Guild of America’s Outstanding Directorial Achievement in Commercials Award for 2012, 2018, 2020 and 2021. Living between New Zealand and Los Angeles, he is currently writing a pilot for a dark comedic TV show with his wife Jane, a feature script, and this bio.