Caviar Digital and AMV BBDO have teamed up to create an interactive experience for Proviz, the world's no 1 high visibility sports brand.

'Out of the Dark'  is a fully immersive experience, using film, interaction and sound design to highlight the difference between being seen and not seen at night. It follows a cyclist riding home from work in the dark, and invites the viewer to click on screen to see what the cyclist looks like when using a Proviz REFLECT360 jacket and when not; with dramatically different experiences and outcomes.

Proviz co-founder Anthony Langly-Smith comments- ‘We hope viewers will play around with the video and share it with friends and family so that as many cyclists as possible are aware of the safety benefits of wearing highly reflective gear at night. ’As part of Proviz’s commitment to cycle safety, for every jacket purchased off the back of the film, Proviz will donate £5 to the Royal Society for the Prevention of Accidents.

Michael Corley, RoSPA’s Head of Campaigns and Fundraising, said: “Cycling at night can be a risky business – so it’s really important that cyclists do all they can to be seen by other road users. Proviz’s REFLECT360 jacket is a great way to increase visibility in the dark – while also raising awareness of our charity’s vital work, because £5 from the sale of each jacket will go towards our mission to save lives and reduce injuries.’