Client/Brand: ADT (Smart Security & Surveillance)
Role: Concept Planning / Art Direction / Video Editing
Overview
"Recognized internationally—when instinct meets innovation"
This project proposes a next-generation emergency detection service for ADT, designed to respond to situations where victims are unable to call for help—specifically during active shooter incidents in the U.S.
In such crises, victims are often immobilized under threat and cannot access their phones or devices to report the emergency.
To address this, the concept introduces an AI-based CCTV system that detects the instinctive human gesture of “hands up”—a universal motion made under threat—and automatically alerts emergency services without requiring user input.
This discreet response mechanism aims to prevent escalation and reduce casualties by operating silently in the background while the victim appears to comply.
This project proposes a next-generation emergency detection service for ADT, designed to respond to situations where victims are unable to call for help—specifically during active shooter incidents in the U.S.
In such crises, victims are often immobilized under threat and cannot access their phones or devices to report the emergency.
To address this, the concept introduces an AI-based CCTV system that detects the instinctive human gesture of “hands up”—a universal motion made under threat—and automatically alerts emergency services without requiring user input.
This discreet response mechanism aims to prevent escalation and reduce casualties by operating silently in the background while the victim appears to comply.
Process
• Identified the key vulnerability: victims cannot call for help under direct threat during gun-related emergencies
• Analyzed subconscious human behavior—specifically the reflexive “hands up” gesture—as a universal, non-verbal cry for help
• Designed an AI-powered CCTV system that recognizes this gesture in real-time and automatically contacts emergency responders
• Built a scenario-driven visual prototype that simulates how the system functions in high-risk situations
• Directed and edited a conceptual video to illustrate the calm, invisible flow of this life-saving mechanism
• Developed the emotional message: “In the end, it is human instinct that saves humanity.”
Outcome/Results
The concept received praise for reframing surveillance AI not as a control tool, but as a silent ally in moments of helplessness.
By recognizing and responding to an instinctual human signal, the system demonstrates how design rooted in empathy and behavioral insight can directly reduce harm.
It also sparked discussions around ethical surveillance, smart response systems, and the future of trauma-aware security design.
Most notably, the project was recognized for its creative direction, technological integration, and feasibility—winning the Crystal Award (4th place in Student Category) at an international advertising competition.
By recognizing and responding to an instinctual human signal, the system demonstrates how design rooted in empathy and behavioral insight can directly reduce harm.
It also sparked discussions around ethical surveillance, smart response systems, and the future of trauma-aware security design.
Most notably, the project was recognized for its creative direction, technological integration, and feasibility—winning the Crystal Award (4th place in Student Category) at an international advertising competition.
