Based one two insights: the first year of driving is the most dangerous in your life & you first start learning to drive when the car seat is turned around at age two by watching parents drive. We created an entire platform for both teens and parents to help make that first year the safest possible.
The centerpiece of the platform was a VR driving simulator that travelled to car shows around the country. The driver is presented with various realistic distractions to avoid. To make it even more realistic, we rigged a real car and included motion sensing of hand movements to place the drivers arms and hands in the experience.
My role involved creative direction, concept, team leadership and review of art direction & VR.