In 2016 the Washington Traffic Safety Commission began a bold, ambitious goal: ending traffic deaths and serious injuries in Washington state by 2030. The initiative, Target Zero, included investment in infrastructure, studies to identify proven, practical strategies and a widespread public education campaign focused on changing driver behaviors. Colormatics was commissioned by the WSTC to create a series of commercials focusing on Generation Z drivers that are beginning or about to begin driving on the highways and streets of Washington.
Building around the humorous and ridiculous, Colormatics wrote and produced four commercials highlighting the absurdity of driving distracted and speeding. From casting through post-production, these commercials focus on engaging Generation Z viewers on their driving habits in the hopes of correcting bad behavior before it starts.