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 looked like a road when put in perspective. Then we gave the letters a slight texture similar to asphalt. The tree and 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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