Since 2017, over 600 Black people have been killed during routine traffic stops by police in America. The “Driving While Black” car was built to highlight the double standards Black people experience during the most common interaction with police—traffic stops. This project brings attention to the absurdity of these standards and gives people a clear perspective about the social injustice Black people face every time they get behind the wheel. From the absence of a glove box to a modified steering wheel, to even the absence of a trunk, this car is equipped to keep drivers alive.
We launched the car at the most important car event of the year: the Detroit Auto Show. We created an AR car experience that allows people to explore the car in real time, so they wouldn’t just hear about our car—they would better know what it’s like to drive while Black. “DWB” was shown around the country, beyond Detroit, including in San Francisco, Los Angeles, New York City, and even in Canada. Our website allows visitors to learn the tragic stories behind each feature and get a better understanding of why each piece of the car is necessary. Viewers are invited to get involved by not only bringing awareness to the campaign but also learning how they can bring change to law enforcement in their community.
The reality of racial profiling and police brutality against Black individuals compelled our team to innovate a car tailored to address this pressing social issue. Understanding the profound impact of systemic racism, we sought to design a vehicle equipped with advanced safety features and protocols specifically aimed at reducing—if not eliminating—the risk of harm during routine traffic stops. By integrating technologies focused on de-escalation, communication, and documentation, our car serves as a learning tool for fostering safer interactions between law enforcement and Black drivers.
We designed a car that provides a different approach to the incessant problem of racism behind the wheel. Every feature serves a purpose in safeguarding Black lives. For example, the 10 & 2 steering wheel was designed to keep drivers’ hands visible at all times, the glove box was removed to eliminate any assumptions about what the driver is reaching for, transparent doors allow all movement inside the vehicle to be seen, and so on.
Our car was inspired by the infamous case of Philando Castile, who was killed in his 1997 Oldsmobile. We chose a sleek and futuristic feel for the car and logo design to blend in with cars of the modern car industry. We worked with car designers, graphic designers, mechanics, and engineers to help bring the car design to life.
From the film to the website, to an immersive AR experience, consumers experienced the work in a variety of ways. Leading up to the Detroit Auto Show, our launch film brought the car to consumers’ attention via social media. We then unveiled the car in person at the Detroit Auto Show through guerilla tactics. Consumers were met with billboards and QR codes that led them to an AR experience and website so they could experience the car firsthand. While interacting with the car, individuals learned about each feature and the tragedies that inspired them. While we know this car does not eradicate the bigger problem, it sparked necessary conversations.
"Driving While Black" aspires to be a catalyst for change, leaving an indelible impact on audiences worldwide. Its reach extends far beyond the confines of the screen, resonating with diverse communities and sparking crucial conversations about racial injustice.
Through its compelling narrative, the film engages viewers on a visceral level, inviting them to confront the stark reality of the double standard for Black drivers in America. Thousands of people engaged with “DWB" between the Detroit Auto Show, our website, and on socials.
The film's ultimate success lies in its ability to affect change in behavior, and inspiring tangible actions toward dismantling systemic racism. Whether it's advocating for policy reforms or challenging discriminatory practices, "Driving While Black" empowers its audience to become agents of change in the ongoing fight for racial equity and justice.
