Motion Sickness 44 Invisible Hazards

  • Pou Auaha / Creative Director
    Sam Stuchbury
  • Pou Rautaki / Strategic Lead
    Hilary Ngan Kee
  • Ngā Kaimahi / Team Members
    Andrew Hathaway, Kelly France, Chelsea Knowles, Hamish Steptoe, Priya Marshall, Joseph McAlpine
  • Kaitautoko / Contributors
    Marc Spijkerbosch, Yolanda Bartram, Simeon Patience, Dion Boothby
  • Client
    Auckland Transport

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.