Description:

Inattentional blindness is a phenomenon that causes people to miss things happening right in front of them due to a lack of attention. Even seemingly harmless diversions, like thinking about dinner, can trigger this. Studies show that drivers who experience inattentional blindness only see and perceive 50% of the dangers on the road with them.

'Invisible Hazards' provides a confronting illustration of what happens when your mind wanders behind the wheel. Unlike traditional road safety ads that highlight hazards, we hid them in plain sight.

Working closely with illusion artists, we masked everyday hazards on the road, painting over them to camouflage them into their surroundings. All images were captured in-camera, giving New Zealanders a realistic snapshot of what happens when you lose focus while driving.