TXDOT — DODGE RESPONSIBLY
Gamified Visual Strategy to Shift Behavior and Save Lives

Challenge
The Texas Department of Transportation needed to educate Millennial-aged drivers about how alcohol impairs reflexes. But telling them wasn’t enough. We needed to show them, in a way that would break through the noise, capture their attention, and stick.

Solution
Because of the success of our previous campaigns, TxDOT turned to us again. This time, I led the creative strategy to transform educational messaging into an immersive, gamified experience that could travel across Texas. Working in close collaboration with Lime Media, we designed an interactive mobile exhibit called Impaired Dodgeball.

Participants played a fast-paced, reaction-based dodgeball game, only this time, their digital avatars “drank” as the game progressed. The more they “consumed,” the more impaired their reflexes became. Dodging virtual balls became nearly impossible. What started as fun quickly turned into a sobering realization.

We designed the mobile truck environment, the gaming interface, and the exterior wrap to ensure a seamless, on-brand experience. Social sharing stations and audience prompts extended the campaign’s reach far beyond the 10-city tour.

Results
People lined up. They played. And they learned. The campaign generated over $18 million in earned media and more than 431 million impressions statewide.

But more importantly, it sparked conversation—and helped shift behavior—by turning abstract risks into tangible experiences.