Road Rules Refresher

Sometimes, dry content gets ignored. Not here. We see it as one of the best places to showcase tailored craft and tasteful, relevant humour. So when we were asked to bring the Queensland road rules to life, we saw an opportunity to push the creative beyond the expected while still keeping the message clear, accurate and useful.

Our Role

We created a fully 3D miniature world for 10 of the major road rules, building simple, clear scenarios infused with caricatures of a wide variety of Queensland regions and landmarks. Regional and rule specific set designs allowed each video to perform its individual education message and fill the space with cheeky, fun sights to check out.

Creative Solution

Given the intricacies involved with vehicle interactions and obstacles, we adopted a highly collaborative, step-by-step approach. The storyboards were transformed into a previsualisation phase, allowing every detail, vehicle distances, waiting times, indication visibility, and braking to be precisely tuned. During this crucial phase, our focus remained solely on the rule and the road system. 

Once the road and environmental structure were in place, the team began dressing and refining each scene, with the focus returning to fun and engagement for the viewer. The “fun things” are a simple way to show as much of Queensland’s personality as possible and to include a little story in each video.

Outcome

Everyone knows all the rules, right? (You’d be surprised). Alongside these 10 videos was a launch campaign across social media channels, including teasers and interactive posts to test people’s knowledge.

With careful crafting and planning, this series is sticky content, encouraging the viewer to play out the whole video and see the complete road rule take place. Just as importantly, the whole team involved had a heap of fun making it!