The film takes viewers on an exploration of systemic racism through the lens of a car. It puts viewers in the driver seat of the lived Black experience behind the wheel in the United states. By doing this through film, the campaign itself feels fresh and is easily digestible to viewers. It allows individuals to sit with the commentary on racial prejudice while opening doors for conversations based on the content of the film and the everyday realities for Black Americans.

In America people largely acknowledge that racism exists, but they can't always recognize it in their own lives and communities.That's why we built DWB. To help highlight those double standards Black people experience, during the most common interaction with police - traffic stops. From microaggressions to murder, routine traffic stops are anything but routine when you're Black.

The film opens in a dark garage revealing the newest innovations in the car industry. The film walks through the features of the car as the VO narrates their purposes. From a 10 & 2 Steering wheel that keeps hands visual at all times to transparent doors everything about this car was designed to teach about the double standards Black drivers face behind the wheel.

In America driving while Black is dangerous. In fact, Black drivers are 20% more likely to be stopped and searched by police than White people are and are three times more likely to be killed by officers during encounters than White people are. This campaign introduced the first-ever vehicle in which the safety feature is the car itself. Many Americans believe that racism is bad but perceive it as less prevalent in today’s society because they aren’t faced with it day-to-day. These double standards deflect self-awareness and accountability from those who don’t experience it. With “Driving While Black,” we aimed to demonstrate that racism continues to be an everyday reality for Black Americans by visualizing the absurdity of these double standards. To do this, we designed a car to immerse individuals in the experiences of Black drivers.

"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 individuals engaged with “DWB" between the Detroit Auto Show, our website, and on socials. The film's ultimate success lies in its ability to effect change in behavior, inspiring tangible actions towards 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.