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CHALLENGE / In a region choked with traffic and rising gas prices, Sound Transit faced a familiar problem: people stuck in soul-crushing commutes kept defaulting to driving. Even as transit expanded to provide more options for a stress-free commute, many daily drivers still clung to old, inefficient routines.

‍INSIGHT / Driving every day doesn’t just wear out your brakes—it drains your brain. People didn’t need another PSA; they needed to see themselves in the problem—and laugh at it.

‍SOLUTION / We held up a mirror to Puget Sound drivers and showed them exactly who they’d become: traffic zombies. With undead commuters grumbling through gridlock and parking tickets from the “dawn of dread,” we used horror-comedy to deliver a hopeful twist: Sound Transit is the cure.