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To help raise awareness and prevent the destructive epidemic of drunk driving in New Mexico, we used VR to tell the true story of a drunk driving tragedy and its aftermath.
Building Authenticity in VR
New Mexico has been struggling with an epidemic of drunk driving for years, and despite numerous public service campaigns and initiatives, there’s still more education and awareness needed. Partnering with RK Venture, we saw the opportunity to speak to New Mexico residents about DWI in a brand new way.
Through interviews and research, we learned a lot about people’s perceptions of drunk driving, and the effectiveness of various types of drunk driving campaigns. We quickly saw the opportunity to create a VR experience that was immersive, authentic, and allowed the viewer to truly understand the impact on multiple people involved in an accident.
Three individuals (a drunk driver, a person who was hit by their car, and a responding officer) shared their true story of a nighttime crash with us. In order to capture a feeling of physical presence and emotion, we partnered with the Microsoft Volumetric Capture Studio, capturing detailed 3D data of each individual recounting the events.
We were then able to weave these testimonials into a stylized narrative, allowing the user to be both a spectator and participant in each perspective, learning about the events leading up to the crash—and the consequences for the individuals and their lives.
“We knew an immersive medium like VR could drive a deeper emotional reaction to the dangers of drunk driving. We wanted to make DWI personal.”
Spreading the Message
This virtual reality experience debuted at the annual Governor’s Highway Safety Association meeting in Atlanta, and has since been part of a traveling series of events around New Mexico. We’re deeply grateful for the individuals willing to share their story so that others may understand and make better decisions in their own lives.
3D Capture and animation