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RTA Dubai / Back to School

Small steps.
Safer journeys.

A school-safety campaign connecting family moments with an illustration-led visual direction, practical reminders and social storytelling.

Safety carousel / Opening frame
The visual direction

Everyday moments.
A child’s visual world.

Drawn backpacks, seatbelts and speech bubbles bring a playful layer to familiar school-day scenes. Blue and yellow marks connect the safety messages without losing the warmth of the family setting.

01 / Motion

Two films.
Two different briefs.

The schoolbag / A real installation

A client-requested social piece about an existing schoolbag sculpture. The physical installation was already present; this work presents it through social content.

Open original film ↗
02 / Seven-frame safety carousel

The direction,
carried into daily habits.

The same illustrated treatment extends across school-day safety reminders. Frames are shown in the supplied order; click to inspect the complete artwork.

01 / A safe journey to school
02 / Safe first steps
03 / Setting out
04 / The designated drop-off area
05 / Putting on a seatbelt
06 / An assigned seat
07 / Arriving safely
03 / Five-frame safety-sticker carousel

A closer look.
A reason to step back.

01 / Safety stickers protecting students
Trend adapted to a safety message

The reveal is
the reminder.

Each frame invites a closer look at the bus. The final frame reveals RTA’s existing sticker: “If you can read this, you’re too close. Keep your distance.”

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