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3 Lives Converge

The ENDWI Campaign sat with three individuals—drunk driver, victim, and officer—who volunteered to tell their perspectives of a night they'll never forget.

Lives Changed Forever is based on these stories.

 
 
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THE STORY

This Virtual Reality (VR) experience takes you deep inside the world of a drunk driving crash. You will see and hear the details from the perspective of three protagonists: a driver who makes the wrong decision to drive after consuming alcohol, a state police officer who responds to the call, and the innocent victim of the drunk driver.

You will experience a fully immersive environment, that shows the horrible results of drunk driving. Our hope is that this “virtual” experience will help deter the decision to drink and drive in the real world, while empowering influencers to intervene if they see someone who has been drinking from getting behind the wheel.

 
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Press Preview at NMDOT.

August 30, 2018

1120 Cerrillos Rd
Santa Fe, NM
87504
 


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GHSA 2018 PREVIEW

Our first demo of ENDWI(VR) was held at the 2018 GHSA Annual Meeting in Atlanta, Georgia. 


 
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WHY VIRTUAL REALITY?

The New Mexico Department of Transportation (NMDOT) has been on the cutting edge in using technology to educate the public about the dangers of drinking and driving. With this VR experience we are taking the next step to engage a tech-savvy demographic with an innovative creative approach.

Professor Jeremy Bailenson who does research on virtual reality at Stanford University, “In general, our findings show that VR causes more behavior change, causes more engagement, causes more influence than other types of traditional media.”

Virtual reality can help to cultivate empathy and lead to better decision making. VR can generate retention rates as high as 90%*. Traditional methods such as classroom discussion, PowerPoint and video only give retention rates in the 30-50% range. 

Due to a concerted effort between law enforcement, public awareness campaigns, and legislative changes, DWI-related fatalities in New Mexico have been reduced by over 45% since 2006. The ENDWI VR Experience is NMDOT’s latest effort to reduce these numbers, because even one DWI-related injury or fatality is too many.

 
* Axmaker, S.A. Be Crash Free Virtual Reality video. becrashfree.com
 

CREDITS


CLIENT
New Mexico Department of Transportation
ADVERTISING AGENCY
RK Venture

Richard Kuhn
Agency Principal/Executive Creative Director
Nick Tauro
Creative Director/Lead Copywriter
Lee Gallegos
Art Director/Technical Support
Rachel Kennedy
Copywriter
Dianne De Leon
Account Manager
DIGITAL CREATIVE AGENCY
Left Field Labs

Shane Zucker
Creative Lead
Justin Molinari
Technical Lead
Heejin Park
Christine Yu
Jason Radovan
Nick Diaz
Kevin Ferrara
Sam Chang
Akash Khokha
Eric Lee
Michelle Trujillo
Melanie Demetillo
Cassandra Mai

PARTNER LIAISON
Michelle Excell
PRODUCTION PARTNERS
Microsoft Mixed Reality Capture Studios

Ben Perry
Live-Action Director
Hobnob Productions
Live-Action Production
Visyon
Unreal Production
York Productions
Wardrobe/Hair & Makeup
TALENT
Mariana Aroxa
Driver
Daniel Bernstein
Victim
David Ojakian
Officer
Gregory Barone
Voice Talent
SOFTWARE
Unreal Engine 4.18
Autodesk 3DMax
Autodesk Maya
NukeX
After Effects
MR Video Encoder

 
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