Road Safety Campaign Shows What Could Have Been For Car Crash Victims

Road Safety Campaign Shows What Could Have Been For Car Crash Victims

Five families from New Zealand who lost a child in a car crash have volunteered to be a part of the Living Memories project. These families worked with a forensic age progression specialist and the digital artists at Weta Digital, to help create an individual portrait of what their child would look like today.

Starting with a collection of childhood and family photographs, forensic specialist Kevin Darch created an artistic impression of how each child lost would look in 2015. This image was then supplied to Weta Digital who digitally sculpted a 3D portrait model of each person including the fine detail like eyelashes, eyebrows, skin tone and texture. 

As part of Brake’s National Road Safety Campaign, the Living Memories project will also be seen in print, social, online and outdoor media – extending the reach and impact of these incredible portraits right across the country. 

Caroline Perry from Brake says, “The aim with this campaign is to look not only at lost lives, but also lost potential and lost futures. Living Memories has given these five families an opportunity to see what their child might have looked like, and demonstrates to the rest of us the lasting impact that crashes have.”

“Meeting the families and presenting them the portraits was a profoundly moving experience and I hope that this campaign will touch people in a meaningful way” says Lisa Dupre, senior art director, Y&R NZ.


Client: Brake

Development Director: Caroline Perry

Agency: Y&R NZ

CCO / CEO: Josh Moore

Creative Director: Scott Henderson, Seymour Pope

Senior Art Director: Lisa Dupre

Head Producer: Christina Hazard

Account Director: Claire Dooney

Account Manager: Chelsea Dowling

Senior Media Planner: Kylee Davidson-Corrin

Designers: James Wendelborn, Kate Whitley

Executive Digital Producer: Bruce Murray

Digital Producer: Pat Co

Head of Motion Graphics: Michael Frogley

National Ideas Director: Jason Wells

General Manager: Grant Maxwell

Managing Director – Wgtn: Tim Ellis


Digital production company: Weta Digital

Editor: James (Squid) Kelly, Pat O’Sullivan

DOP: Will Moore


Forensic specialist: Kevin Darch

TVNZ: Joanne Mitchell, Briar McCormack

Researcher: Alison Horwood

Freelance reporter: Amanda Miller

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