Virtual Reality Experience – Distracted Driving Simulation

itcanwaitReel FX has created a powerful, impactful Virtual Reality experience for AT&T’s It Can Wait campaign. The two minute VR experience allows viewers to truly understand the horrific possibilities of distracted driving. This year marks the fifth anniversary of AT&T’s award-winning cause-related program which has already made a measurable difference in changing people’s perceptions about texting while driving. The use of VR is an evolution of their previous work, and for the first time, puts people literally in the driver’s seat.

Reel FX — a Golden Globe-nominated animation studio, and its virtual reality division, Reel FX VR took on the task to create this Virtual Reality experience which creates an unprecedented level of immersion by using virtual reality to give viewers a 360 degree, lifelike account of what it is really like to text/post/video chat while driving and the potentially deadly consequences of glancing at your phone while driving. Behind the wheel, everything can change in the blink of an eye. A post, a selfie, a text, a scroll, an email—one look is all it takes. The virtual reality experience will be on a 100-city tour for the remainder of 2015. The tour setup is demoed through Samsung Gear VR, however drivers can use their own smartphones with Google Cardboard to experience the virtual reality program on their own through a free app. Audiences can buy their own Cardboard and download our free VR app (available for iOS on iTunes and Android on Google Play) and watch the simulation at

This simulation and ad campaign are the latest tools helping us drive awareness, change behaviors and ultimately save lives when it comes to smartphone use behind the wheel. Since its launch in 2010, the It Can Wait campaign has:

  • Helped drive awareness of the dangers of texting while driving to about 90% for all audiences surveyed.
  • Inspired more than 7 million pledges not to text and drive.
  • Worked with departments of transportation in Texas, Kentucky and other states on research that suggests a correlation between It Can Wait campaign activities and a reduction in crashes.