Auckland Transport: Invisible Hazards - Bike

Inattentional blindness is a phenomenon where drivers are only able to see 50% of dangers on the road due to a lack of focus. This happens when your mind is diverted to something else — like thinking about what’s for dinner. We’re all guilty of it.

Auckland Transport needed a new angle to convince New Zealanders that driving requires their full attention, ultimately reducing harm on the roads. So unlike traditional road safety ads that highlight hazards, we hid them in plain sight.

Working alongside illusion artists, each item was painted by hand and captured in camera, providing a unique perspective of what happens when your mind wanders behind the wheel.