Vision Zero
A campaign for New York City's Department of Transportation that made traffic statistics personal, from the screen over the Barclays Center to Facebook and Twitter feeds.
Make a statistic feel like a person
In January 2014 Mayor Bill de Blasio adopted Vision Zero, New York City's plan to end deaths on its streets. The Department of Transportation's campaign, Your Choices Matter, had to turn crash numbers into something drivers would feel, on a stadium screen and in a social feed alike.
Fifteen seconds above Brooklyn
I designed and animated a 15-second integrated video in After Effects for the digital billboards at the Barclays Center: a ghosted child fades in beside the campaign line, Speeding is a leading cause of traffic deaths.
One message on every screen
The same ghosted imagery and the same plain line, Slow down, your choices matter, ran from the arena's billboards to the city's social feeds, giving Vision Zero one recognizable voice wherever New Yorkers met it.
What one turn can take
For Facebook and Twitter I made double exposure ads in Photoshop, staged victims filled with what a crash leaves on the road and paired with real traffic statistics, and illustrated animated infographics in After Effects that show what a few miles an hour change.