Taking dangers on the road and hiding them in plain sight.

Inattentional blindness is a phenomenon that causes people to miss things happening right in front of them due to a lack of focus. This happens when your mind is diverted to something else — like thinking about what’s for dinner. Drivers who experience this only see and perceive fifty percent of the dangers on the road with them.

Auckland Transport needed to convince Aucklanders that driving requires their full attention, ultimately reducing harm on the roads. So unlike traditional road safety ads that highlight hazards, we hid them. Working closely alongside illusion artists, we hand-painted hazards, camouflaging them into their surroundings, giving drivers a view of what happens when your mind wanders behind the wheel.