OUT OF THE DARK
CONCEPT / ART DIRECTION / WEB DESIGN
The sport and safety brand Proviz’s mission is to spread awareness about cyclists and safety on the road, a mission to teach that everyone has a part and can make a difference when it comes to safety on the road.
This concept was born out of the insight that being safe on the road as a cyclist could be as easy as flipping a switch. On the surface, the journey is seemingly normal, however the click of a button will reveal a parallel world that illustrates the product benefit in a striking and dramatic way. By triggering almost all senses the viewers engage in the story as much possible, by dark sounds and quick-paced mood sequences that will take them into an almost hostile environment, whereas light sounds and a calmer pace takes them back to a safe space.