A conceptual public awareness campaign for RoadSense, reframing distracted driving as a system failure.
Concept, art direction, visual system, exhibition design
THE COST OF DISTRACTED DRIVING IN B.C.
Crashes linked to distracted driving
Lives lost every year in B.C. alone
Annual economic cost (healthcare + insurance)
The moment attention slips
A campaign concept idea designed for any insurance corporation
ROAD SENSE
Campaign Approach
The campaign deliberately mimics the visual language of the modern car industry. At first glance, it appears like a premium automotive advertisement, clean layouts, technical typography, and restrained color systems. This familiarity is intentional. It lowers resistance and invites the viewer in under false certainty.
logo & color palette
Built on speed and control, the slanted forms and tight spacing create tension, mirroring high-risk driving decisions. The triangle replaces “A” as a warning symbol, signaling danger and intervention, while teal keeps the tone clinical and system-focused.
Cold and restrained, the palette reflects system over emotion. Black signals risk, greys suggest neutral infrastructure, and teal introduces safety and control. Light grey ensures clarity, together forming a precise system built to interrupt mistakes.
campaign posters / print
This piece contrasts system language with real-world failure. By pairing “Driver Assist Active, Driver Not” & ” Assist ON Driver Off ” with a crash, it exposes the gap between perceived safety and actual risk. The neutral, interface-like tone removes emotion and frames distracted driving as a system failure caused by human attention.
This piece contrasts system This piece replaces typical car features with measurable inputs like speed, reaction time, and distraction, framing the crash as a predictable outcome rather than an accident. The system-like layout reinforces that small lapses lead to irreversible results.
mock up & social media applications
PHYSICAL INSTALLATION
THE EXHIBITION OF MODERN CRASHES
This campaign extends into a physical exhibition where crashed vehicles are displayed like showroom models, with spec panels revealing distraction instead of performance. Immersive scenes turn observation into reflection, reinforcing one message: safety isn’t a feature, it’s a responsibility.
FILM CONCEPT – STORYBOARD
SCENE 1 — THE APPROACH
SFX:
Soft footsteps on pavement
MUSIC:
Slow, minimal, restrained
IMAGE:
A tracking shot of a well-dressed man in a perfectly tailored suit walking toward a modern luxury car. Every movement is precise.
SCENE 2 — ENTERING
IMAGE 1 :
Side profile. He approaches the car.
IMAGE 2 :
He opens the door. No hesitation.
IMAGE 3 :
Interior. The world outside disappears.
SFX:
Car door closing.
A glimpse of the interior: leather, clean lines, quiet luxury.
SCENE 3 — driving
IMAGE 1 (EXTERIOR):
The car glides through a quiet, upscale street. Hands steady on the steering wheel.
IMAGE 2 (DRONE):
A smooth top-down drone shot.The car moves along a wide, clean road. Centred. Calm. Controlled. Perfectly centred. No resistance. No interruptions.
IMAGE 3 (EXTERIOR):
Low rear tracking shot. No traffic. No signals. Nothing to react to.
IMAGE 4 (INTERIOR):
Cut inside. One hand steady on the wheel. The other selects a radio station.
SFX:
Muted engine tone, soft wind.
MUSIC:
Minimal. Confident. Restrained.
NOTE (INTENT): Every shot reinforces control, comfort, and safety. It still feels like a premium car commercial.
SCENE 4 — RADIO (BROADCASTER):
IMAGE 1 :
A faint smirk. He feels in control.
RADIO (BROADCASTER, NEUTRAL):
“Comfort feels safe.
Technology has you covered.”
IMAGE 2 :
The smirk fades. Something feels off.
RADIO (MAN’S VOICE, RECORDED):
“But here’s the question you should be asking: Am I h appy? No, I’m not.”
SCENE 5 — REJECTION
IMAGE 1 :
The driver’s expression tightens. The voice continues — calm, honest, unavoidable.
RADIO (MAN’S VOICE):
“It was one second. One second that changed everything.”
IMAGE 2 :
The driver exhales. Reaches for his phone.
IMAGE (CLOSE-UP):
Bluetooth: OFF → ON
SCENE 6 — THE MOMENT
IMAGE:
The road ahead. A STOP sign enters the frame — unnoticed.
From the side street, another car approaches.
IMAGE:
The driver looks up.
Fear flashes across his face. A sudden, violent movement —He jerks the steering wheel, trying to avoid the collision.
SCENE 7 — the END
MUSIC / SFX:
Tires skidding. Impact. Shouting. A siren in the distance.
IMAGE:
Black screen.
SFX:
The siren fades.Silence.
RADIO (MAN’S VOICE, CALM):
“I had everything. Then I looked away. I would give everything to go back one second.”
CUT TO IMAGE:
Aerial drone shot of the crash site. Two cars locked in stillness. Emergency lights reduced to small pulses.
The camera slowly rises.The scene becomes distant. Cold. Abstract.
END FRAME (ON BLACK)
It only takes one second. DISTRACTED DRIVING IS KILLING US