FOR IMMEDIATE RELEASE
October 30, 2018
Contact: Brian Carmody
Creative Agency RK Venture Utilizes the Power of Virtual Reality to Deliver Haunting Experience on the Dangers of Drunk Driving for the New Mexico Department of Transportation
Agency partnered with Left Field Labs and Microsoft on innovative anti-DWI project
Albuquerque, NM – Creative firm RK Venture has collaborated with LA’s Left Field Labs to produce ENDWI (VR): Lives Changed Forever, a powerful virtual reality experience for ENDWI, the New Mexico Department of Transportation’s (NMDOT) anti-drunk driving initiative. Based on details of an actual drunk driving crash, the intense immersive experience follows three protagonists: a drunk driver, a state trooper who is first on the scene, and a victim whose life is upended by the horrific crash. Interviews for ENDWI (VR): Lives Changed Forever were facilitated by Mothers Against Drunk Driving (MADD), and performances were captured at Microsoft’s Mixed Reality Capture Studio in San Francisco. The VR experience premiered at the recent 2018 Governors Highway Safety Association meeting in Atlanta, GA, and will tour New Mexico extensively as part of NMDOT’s continued effort to raise awareness around the dangers of drinking and driving.
“A virtual reality experience is capable of triggering an emotional response that traditional means of behavioral change messaging is not,” said Richard Kuhn, owner and executive creative director of RK Venture. “With Left Field Labs and Microsoft, we were able to create a compelling and undeniably impactful ‘You are there’ experience that completely immerses viewers in the narrative, allowing them to see, hear, and feel, the very real destruction drunk driving brings to the lives of those who choose to drive under the influence, their innocent victims, and first responders.”
About RK Venture:
The award-winning RK Venture team has provided stellar advertising, design, and strategic services to both private and public sector clients for thirty years. In addition to creating numerous award-winning statewide campaigns for the New Mexico Department of Transportation (NMDOT), RK Venture created the highly successful "Take the Train” campaign for Metrolink, southern California’s passenger rail system. The team also collaborated with LA Metro (Los Angeles County, CA bus and rail system) to develop a mobile component to LA County's Vetsgo511 website, which connects military veterans with needed services, and conceived and produced the celebrated “Awesomazing" multi-platform campaign for RCN, an industry-leading high-speed internet, digital TV and phone service provider.
About Left Field Labs:
Left Field Labs is a creative agency specializing in inventive thinking with intentional impact. The team of designers, developers, and strategists has developed and launched hundreds of globally recognized digital products and experiences, for an array of clients including Google, Uber, Estée Lauder, Disney, VMware, and Harvard University.
About NMDOT & ENDWI:
NMDOT‘s mission is to provide a safe and efficient transportation system for the traveling public, while promoting economic development and preserving the environment of New Mexico. NMDOT’s ENDWI campaign is a cross-government effort involving NM State Police, the Department of Transportation, the Governor’s Office, and local and county police, which works to raise awareness around the issue of drunk driving in New Mexico. For more information: endwi.com
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