After my teammate, Kristóf found the tender announcement (see in project description), we discussed the opportunity briefly and as the time window before the final deadline seemed enough, we decided to ignite the engines instantly.
He did a great job of conceptualizing the first ideas and gathered an amount of inspirational examples – thanks to these great artists, Zeptonn and Jeremyville, for their cute little monsters. Although during the hot brainstorming three topics (wearing helmet, using safety belt and staying sober while driving) emerged yet, but after chilling down we saw the need of limiting them down to a single direction and picked the latter one. As the evaluation guidelines of the 2-round selection process the submissions went through was public, we tried to focus on these three aspects:
• expression of the intended message,
• ease of understanding without national culture and local traditions and
• originality and artistical value.
So I started sketching immediately and in a couple of days the first drafts showed roughly how we imagined to represent the theme: due to hallucinations caused by drug pills, dreamed little monsters distracts driverʼs attention by dancing on the dashboard, while a jumping ramp seems to appear in direct continuity with the real asphalt road.