More than 30% of non-disabled drivers in Russia ignore identification signs and occupy parking spaces reserved for people with disabilities.
The idea behind More Than a Sign was to confront violators in a powerful, unexpected way: if cameras failed to detect a disabled badge on an approaching vehicle, a life-size projection of a person in a wheelchair would appear directly in front of the driver — turning a static accessibility symbol into a real human presence.

Idea

Transform the universal disability icon into a living voice. By replacing the passive parking sign with a realistic holographic projection, the campaign made drivers face the human reality behind the symbol — shifting the conversation from rules to empathy.

Execution

The activation took place in underground parking areas of major shopping malls and business centers in Moscow, including Europe’s largest mall. Specialized equipment projected a holographic image onto a fine air-and-water dispersion screen invisible to the naked eye. Hidden cameras verified whether a disabled badge was displayed.

If no badge was detected, a real person with a disability appeared as a projection and engaged the driver in real-time dialogue, asking them to find another parking space. These interactions were recorded via hidden cameras and edited into an online film, amplified by hundreds of press releases.

Results

100% of non-disabled drivers who encountered the projection chose to park elsewhere.

Online videos generated 350,000+ views.

5,098 signatures were collected for a petition to increase penalties for illegal parking, submitted to the Russian Government.

Global media coverage included Channel One Russia, USA Today, People Magazine, Euronews, The Huffington Post, GLOBO, and more.

The campaign sparked worldwide discussion and received overwhelmingly positive press and public feedback.

My Role

As CG Supervisor & Motion Graphic Designer, I led the CGI pipeline, supervised 3D production and compositing, and developed the visual system that enabled the realistic holographic projection. The work required precise integration of cinematic CG with live environmental conditions to create a believable, emotionally impactful experience in real space.