After we came up with the concept ‘One letter is all it takes’, we worked on visual solutions that could represent the damage that a simple letter can have on a driver's life and the people surrounding them. We experimented with every letter of the alphabet to see which letters resembled a road when put in perspective. Then we gave the letters a slight texture similar to asphalt. The tree and the human elements were all made in 3D – graphic, but realistic enough to evoke danger. The posters are very minimalist so that the eye of the viewer travels from the letter base to the potential accident.
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