Project Yellow Light

In Spring 2026, my team developed an ad campaign for Project Yellow Light, a national competition focused on getting teens to stop texting and driving. 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.