Timeline
Feel the risk, without the risk.
The brief
Young people taking shortcuts across the tracks is one of the hardest safety messages to land. A billboard gets a glance.
Metro Trains Melbourne wanted something that would put teenagers in the moment, safely.
The idea
The personal pull of a video game, for a safety message.
Players choose one of six characters, move through stations and platforms that feel real, and make the calls young people make every day. Then they live with the consequences, in real time.
The craft
Built in Unity with voiced, animated characters and decision points drawn from what Metro’s frontline staff see on the network. We balanced intense realism with psychological safety: impactful enough to resonate, designed to educate, not traumatise.
As Creative Director I steered the creative from first concept to launch day.
The launch
Timeline launched in Rail Safety Week 2026 at Broadmeadows Shopping Centre, in partnership with the Department of Transport and Planning Victoria.
Metro’s Community Education team now takes it to stations, schools, youth centres and shopping centres.
“We wanted to bring the personalised nature of video games into an important safety message that will really resonate with teenagers.”