Driving While Black

In America, the simple act of Driving While Black can be fraught with tension, fear, and even the threat of violence. Studies consistently show that Black motorists are disproportionately subjected to aggressive policing tactics, excessive use of force, and fatal encounters compared to their white counterparts. Despite ongoing conversations about racial injustice, these systemic issues persist, often with devastating consequences. Traditional awareness campaigns have struggled to break through the noise and create lasting impact, requiring a bold, disruptive approach.

Role
Tech Lead
Skills
three.js, 8th Wall
Employer
Critical Mass
Client
Courageous Conversation Global Foundation
The Mission

Critical Mass, in partnership with Goodby Silverstein & Partners, set out to create an experience that would confront this issue in a way that couldn’t be ignored. The objective was to force audiences—particularly those who may not have personally experienced racial bias in policing—to step into the reality of Black drivers. To achieve this, the activation needed to be both visually striking and emotionally resonant—a moment that couldn’t be ignored.

The Approach

At the 2023 Detroit Auto Show, an event known for showcasing the latest automotive innovations, the team introduced a concept car designed specifically to highlight the double standards Black drivers face. The campaign centered around an augmented reality activation that allowed users to explore the vehicle in a 3D space, creating the illusion that it was physically present alongside other cars at the show. Accompanying the AR experience was a high-production video, presented in the style of a luxury car launch, narrating the vehicle’s standout “safety features.” However, the deeper message became clear—these features, such as transparent doors to “eliminate reasonable suspicion” and a steering wheel that “keeps hands visible at all times,” were not innovations but extreme survival mechanisms. The campaign used digital storytelling and guerrilla marketing tactics to deliver a powerful social commentary, forcing audiences to confront the reality of racial disparities in policing.

mockup-dwb
The Outcome

The Driving While Black activation sparked immediate discussion at the auto show and beyond, using immersive storytelling and interactive technology to bring a harsh reality to life. The campaign received widespread recognition, winning top industry awards, including:

  • Cannes Lions – Silver in Digital Craft for Metaverse, New Realities & Emerging Tech
  • Cannes Lions – Bronze in Film Lions for Social Behavior & Cultural Insight
  • Clio Awards – Grand Clio in Experience/Activation/Guerrilla
  • Anthem Awards – Gold in DE&I Awareness
  • Webby Awards – Winner for Best DE&I Website and Best Social Campaign for Diversity, Equity & Inclusion
  • Andy Awards - Gold in Craft & Idea
More importantly, it forced audiences to confront systemic racism in an unexpected but deeply impactful way, turning a routine auto show experience into a call for change.

There's a double standard Black people face when being stopped by police that almost nobody sees. DWB illustrates the reality so many of us face while driving. We have a duty, responsibility and obligation to tell these stories in the most real and provocative way we can think of.
Anthony O’Neill, GS&P creative director
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