In Fall 2025, my team developed an ad campaign for Project Yellow Light, a national competition focused on getting teens to stop texting and driving. Using insights from MRI Simmons, we better understood teens' behaviors and attitudes toward phone use, which helped shape our strategy. Our insight was simple: scare tactics don't work on teenagers. So instead of going dark, we reframed the issue visually. The concept "Blurred Reality" exaggerates what a phone does to your vision behind the wheel, making the danger feel real without feeling preachy.
The campaign ran across a billboard, social video, and audio, each using the same blurred windshield idea adapted to fit the format. The tagline carried through all three: "You think you can... but you can't."
This project showed me how a single strong visual idea can span an entire campaign and still feel cohesive.
