Player Experience: Feeling the pressure to survive.
Game Theme: Surviving a car crash.
Imagery: Upside down car with driver strapped in seat deep down bushy bank.
Player: You are seriously injured driver in a car after an accident.
Goal: To get to visible section of road.
Many ways I can take this but aiming to get the basics done quickly and then work on constraints and many ways to enforce the feeling that you have to make good, quick choices with limited resources and possibly time if take it that far.