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Auckland Transport: Invisible Hazards

Inattentional blindness is a phenomenon that causes drivers to miss 50% of dangers on the road due to a lack of focus. Auckland Transport needed a new angle to convince New Zealanders that driving requires their full attention, ultimately reducing harm on the roads.

So unlike traditional road safety ads that highlight hazards, we hid them in plain sight. Putting ‘distracted goggles’ on New Zealanders, to show them the danger of driving inattentively. ‘Invisible Hazards’ gives drivers a view of what happens when your mind wanders behind the wheel.

Working closely with illusion artists and body painters, we hand-painted and camouflaged hazards into their surroundings, capturing the results in-camera and in-situ.


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