WAYNE STATE PROFESSOR'S RESEARCH PROMPTS CALL TO DROP MICHIGAN'S DRUNK DRIVING LIMIT TO 0.05%

Moody Mattan • February 3, 2021

Royal Oak — In the name of science, Randall Commissaris serves Smirnoff. He prefers Tito's, which ranks higher on the vodka food chain, but he pours carefully measured doses of 80-proof Smirnoff when he's getting people buzzed and turning them loose at 70 mph to see how well they avoid impediments on the roadway.


It should be noted that the roadway is in his basement, a virtual reality thoroughfare in a driving simulator created by an Ann Arbor company called BrandXR. Commissaris, a Wayne State professor with a specialty in distracted driving, has conducted other tests in a modified 2001 Chevy Impala walled into a laboratory on campus.


What he's concluded will not be popular with bars, restaurants or numerous drinkers: At 0.08%, the blood alcohol concentration threshold for what constitutes drunken driving in Michigan is too high.


The pandemic has hung a detour sign on his research, and as a scientist, he wants to pour more vodka and run more tests. But he's seen enough from his subjects and multiple other studies to say the appropriate figure is 0.05% — and while there's no simple numerical road marker for drivers who use marijuana, they won't like his findings, either.


"The biggest thing," he said, "is that between .05 and .08, there are deaths that could be avoided."


As for marijuana, the law is murkier and the comparisons aren’t apple-brandy-to-apple-brandy. But with the smallest legal dose of edible THC his team can find, “We see similar impairment.”


The push for 0.05% is not new, and neither is the pushback.


"A drop to .05 is not the fix," said Scott Ellis, executive director of the Michigan Licensed Beverage Association. "It's the higher alcohol concentrations and the repeat offenders that have been shown to be the problem."


Royal Oak defense attorney Derrick George, who typically counts as many as 90 driving-under-the-influence cases among his 125 open files, says "BAC is not black-and-white."

"Three beers does not automatically equal X percent. Everybody's body metabolizes differently," he said.


Commissaris recognizes the large differences in body mass and tolerance, as well as the tiny one in reaction time between dead sober drivers and potentially deceased ones. On the BrandXR simulator, drivers wearing virtual reality headgear are asked to steer around disabled cars, and a typical recognition and response takes 320 milliseconds.


Add alcohol, and a driver at 0.05% BAC takes 50 to 70 milliseconds longer. That's less time than it takes to blink. But combine slowed reflexes with the lessened vision, vigilance and coordination charted by the National Transportation Safety Board, and it was enough to persuade Utah to adopt the 0.05% standard two years ago.


The rest of the United States remains at 0.08%, and Michigan is closer to moving higher than lower. A sunset provision would return the state limit to 0.10% unless the law is amended by October, a task last completed in 2018 and all but certain to be repeated since the lower number is tied to federal highway money.


Elsewhere, limits of 0.05% already dot the map: Australia, New Zealand, Jordan, Turkey, most of Western Europe, parts of Africa and South America. Japan is 0.03%, Norway and Sweden are 0.02%, and beware Brazil, Argentina, Turkmenistan, Indonesia and Nepal, where the limit is a flat 0.0%.



House bill to lower limit stalled


State Rep. Abdullah Hammoud, D-Dearborn, introduced a bill in the last legislative session to adopt 0.05% as the cutoff for what Michigan calls operating while intoxicated, or OWI. A companion bill would have given judges the option of having ignition interlock devices installed on offenders' vehicles rather than suspending their driver's licenses.


The bills never received a hearing in the House Judiciary Committee. He said he'll fine-tune his message and reintroduce them. 


Hammoud said the issues with the interlock devices were logistics and cost, often several thousand dollars including installation and a daily fee.


The reset to 0.05% "was a bit of a heavier lift," he said, with the prevailing sentiment that he was criminalizing more people over a marginal difference in safety.


"That's not what we're trying to do," he said. "By lowering the threshold, people are going to second-guess getting behind the wheel after one or two drinks.


Utah state police reported about the same number of drunken driving arrests in the first year at 0.05% as the year before at 0.08%. Early figures showed sharp declines in alcohol-related crashes and fatalities, though a state where 55% of the population belongs to the alcohol-resistant Church of Jesus Christ of Latter-day Saints is understood to not be statistically universal.


The NTSB says drivers with a BAC between 0.05% and 0.079% are at least seven times more likely to be in a fatal single-vehicle crash than drivers who have not imbibed, partly because drinkers become more cavalier about wearing seat belts. 


Figures for 2019 from the National Highway Traffic Safety Administration show alcohol-impaired crashes accounting for 28% of traffic fatalities. Of the 11,917 deaths where the driver had a measurable BAC, 10,142 involved a reading of 0.08% or more and were counted as alcohol-related.


At the beverage association, whose members have largely been pummeled by the pandemic, Ellis said it’s the wrong time to start parsing numbers among the other 1,775 fatalities.


"You start filling up the courts, filling up officers’ time, I don’t think we need to be doing that," said Ellis, a retired Lansing police detective. "The bigger issue is getting training for bars and restaurants about what to watch for."


George, the attorney, noted a decrease in the BAC standard would mean an increase in revenue for courts and communities — "and for DUI attorneys like myself. Is that good for the state as a whole? It depends on your perspective."


Even cloudier, he said, is the topic of driving while high, now that Michigan has signed off on recreational marijuana.


Commissaris' studies show dulled reflexes an hour after test subjects eat gummy candy with a modest THC level of 10 milligrams, "comparable in some ways to at least .05 alcohol."


Michigan law says it's illegal to drive under the influence of marijuana or consume marijuana while driving. It does not say exactly what "under the influence" means, and there's no roadside test to affirm how stoned or straight someone might be.


"This is going to be an ongoing problem," said former Michigan assistant attorney general Jeffrey Schroder, who co-leads the cannabis practice at Plunkett Cooneyin Bloomfield Hills. "How are we going to make these determinations?"


An arresting officer might note the smell of marijuana in a car, but who's to say how long it has lingered, or whether it has permanently befouled a headrest? The touch-your-nose-with-both-index-fingers test might be as close to a scientific conclusion as there is.


"Whoever creates a device to immediately detect the amount of marijuana in your bloodstream," George said, "you’re going to be the next Mark Zuckerberg. It's going to be huge."



Science and a virtual reality simulator


Moody Mattan’s immediate goal is to mass market the creation of augmented reality, the same way build-your-own programs have made website design possible for people who can’t write code.


He’s the MBA and his partner, Kunal Patel is the game inventor at BrandXR, which fashioned the driving simulator in Commissaris’ basement.


Their company’s other projects, Mattan said, have included active shooter simulation training for Fannie Mae and virtual 3D molecules for chemistry classes at Wayne State. The molecule and driving projects were funded by WSU after it put out an open call for professors' ideas.


 

"I think they picked Randy’s project just because of the cool factor," Mattan said. "Also, some of the research he’s doing is extremely relevant because of the world we live in, with legalized marijuana and everything."


The finished product is spare and black: A gaming chair atop a base, with foot pedals for the driver, a steering wheel, the virtual reality helmet, a video monitor to show what the driver is seeing, programs to isolate the data and a laptop to orchestrate it all.


It was delivered shortly before COVID-19 emptied the campus last spring. Commissaris, who teaches in the Eugene Applebaum College of Pharmacy and Health Sciences, needed permission from the dean to bring it home, after already being granted leave to ply subjects with vodka or feed them marijuana candies.


At 66 years old and 6-foot-4, he is not the standard Dave & Buster's customer, but he has practiced enough to climb smoothly into the driver's seat. Inside the helmet, he's clipping down a straightaway in the center of three lanes. Across seven minutes, he'll need to dodge around 16 impediments that appear only 40 meters ahead, some clogging one lane and others two.


"If I was a self-driving car," he said, he'd need no more than 50 milliseconds to assess and avoid the dangers. A Formula One race car driver might clock in at 280 milliseconds. Commissaris averaged 330 in a demonstration, a bit slow for him, but "about what we're stuck with as humans."

Under laboratory conditions, a subject practices one day, then returns the next to drink standard, dependable Smirnoff with juice to desired BAC levels before taking the wheel at 30-minute intervals. "Driving performance," reads a clinical report, is "significantly impaired at 30, 60, 90 and 120 minutes post-treatment."


Commissaris' goal is to take his show on the road. Disassembled, the simulator fits comfortably in his 2014 Chevrolet Equinox. He wants to set it up at school assemblies or civic events, fill the tank of the principal or mayor to 0.05%, and then show in real-time and stark numbers how alcohol and driving don't mix.


"We want to do research," he said, "but we also want to be part of the solution."


Both will need to wait until the pandemic takes its foot off the brake. For now, he does what he can for highway safety — including the Christmas when he gave his three grown children their own hand-held BAC testers.


It's not that the kids are problematic, but there's no such thing as too careful.


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By Moody Mattan April 8, 2025
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Verizon Augmented Reality Mural
By Moody Mattan April 7, 2025
In today's bustling retail scene, marketing executives are on the lookout for exciting and creative strategies to draw customers into their physical stores and turn casual browsing into delightful purchases. Augmented reality (AR) murals have become fantastic tools for brands eager to craft immersive and shareable experiences that not only increase foot traffic but also enhance in-store conversion rates. This innovative technology is transforming standard retail spaces into vibrant, interactive destinations that engage customers in meaningful ways, crafting unforgettable brand moments that lead to real results for the business results. The Evolution of Retail Experiences The retail industry has undergone a dramatic transformation in recent years. E-commerce growth has put unprecedented pressure on brick-and-mortar locations, compelling marketing leaders to reimagine the physical shopping experience. Today's consumers expect more than just product availability—they seek experiences that seamlessly blend digital innovation with tangible interactions. According to McKinsey research, experiential retail concepts generate 1.5 to 2.2 times more revenue per square foot than traditional retail models. This seismic shift has created an environment where AR murals and similar immersive technologies are no longer experimental—they are becoming essential components of forward-thinking retail strategy. What Are AR Murals? AR murals merge physical artwork with digital overlays that customers can access through their smartphones or tablets. Unlike traditional store displays, these installations create multi-layered experiences that unfold when viewed through an AR-enabled device. These murals typically consist of: A visually striking physical mural or wall installation that stands alone as compelling artwork Digital content that appears when customers scan the mural using a retailer's app or QR code Interactive elements that respond to customer engagement, often incorporating product information, games, social sharing capabilities, or exclusive offers The most effective AR murals serve dual purposes: they enhance the retail environment's aesthetic appeal while simultaneously functioning as powerful conversion tools. The Business Case for AR Murals in Retail For Fortune 1000 marketing executives weighing technology investments, AR murals present a compelling business case with measurable returns: Driving Foot Traffic AR murals create destination-worthy experiences that attract customers specifically seeking to engage with the installation: Social Media Amplification : AR experiences are highly shareable, generating organic social media content that extends reach beyond paid advertising efforts. Data from Snapchat shows AR experiences drive 94% higher conversion rates than standard ads. Press Coverage and Earned Media : Innovative AR installations often generate media coverage, offering valuable third-party endorsement and increasing market awareness—especially when launched with strategic timing or connected to cultural moments. Location-Based Promotion : AR murals can be promoted through geofenced advertising, drawing nearby mobile users into stores with the promise of a unique digital experience. Recent implementations by leading retailers illustrate the traffic-driving potential of these installations. When luxury retailer Burberry unveiled AR-enabled murals in key global locations, they reported a 40% increase in store visits from younger demographics—a notoriously challenging segment to attract to physical retail.  Increasing In-Store Conversions Beyond attracting customers, AR murals significantly impact conversion metrics: Extended Dwell Time : Customers engaging with AR installations spend an average of 7.5 minutes longer in-store than non-engaged visitors. This extended engagement window creates additional opportunities for product discovery and purchase consideration. Personalized Product Interactions : Advanced AR murals can recognize individual users and recommend products based on previous purchases or expressed preferences, creating highly personalized shopping journeys. Gamification of Shopping : AR murals frequently incorporate game elements that incentivize specific customer behaviors, from exploring different store sections to trying on products virtually. Seamless Path to Purchase : The most effective implementations create frictionless connections between AR engagement and purchase opportunities through integrated mobile checkout or guided pathways to relevant products. A 2023 study by Deloitte found that retailers implementing AR experiences saw an average 19% increase in conversion rates and a 27% increase in average transaction value compared to control stores without such technology.
By Moody Mattan April 4, 2025
Murals have become increasingly popular additions to both residential and commercial spaces. A well-executed mural can transform a bland wall into a captivating focal point, tell your brand's story, or simply bring joy to those who view it. However, finding and hiring the right mural artist for your specific project can be challenging. This comprehensive guide will walk you through hiring the best mural artist for your needs, ensuring your vision comes to life exactly as you imagined. Understanding the Value of Professional Mural Artists Before diving into the hiring process, it is essential to understand what distinguishes professional mural artists from amateur painters or general contractors. Professional mural artists possess specialized skills, experience, and a creative vision that can transform your project from ordinary to extraordinary. Technical Expertise Professional mural artists possess technical skills honed through years of practice and formal training. They understand color theory, composition, perspective, and scale—all essential elements in creating artwork on large surfaces. Their expertise ensures that your mural will appear proportionate and visually appealing, regardless of the viewing angle or distance. Durability and Longevity Experienced mural artists understand which materials and techniques will ensure that your mural endures over time. They choose suitable paints for both indoor and outdoor applications, thoroughly prepare surfaces, and apply protective coatings when needed. This expertise ensures that your investment remains vibrant and intact for years. Creative Problem-Solving Every wall presents unique challenges—unusual dimensions, architectural features, lighting conditions, or surface textures. Professional mural artists can adapt their designs to work with (rather than against) these elements, turning potential obstacles into creative opportunities. Defining Your Mural Project Goals Before you begin your search for the perfect mural artist, clearly define your goals for the project. Purpose of the Mural Consider the primary function of your mural: Is it meant to reinforce your brand identity? Will it serve as a landmark or wayfinding tool? Is it purely decorative or meant to evoke specific emotions? Does it need to communicate a particular message or story? Style Preferences Murals come in countless styles, ranging from photorealistic to abstract, illustrative to typographic. Explore various mural styles and pinpoint the ones that resonate with your vision. Having examples of styles you appreciate will help convey your expectations to potential collaborators artists. Budget Considerations Mural costs vary widely based on factors like size, complexity, location, and artist experience. Establishing a realistic budget range early in the process will help you find artists who can work within your financial parameters.  Timeline Requirements Quality murals take time to plan and execute. Consider your timing needs: Do you need the mural completed by a specific date (e.g., before a grand opening)? Are you flexible on timing to accommodate a sought-after artist's schedule? Will weather conditions affect your timeline for outdoor murals?
Top 10 Mural Trends Shaping Public Art in 2025
By Moody Mattan April 3, 2025
In the evolving landscape of urban aesthetics, public murals continue to shift from simple decorative elements into powerful vehicles for storytelling, community engagement, and brand messaging. As we progress through 2025, the convergence of technology, sustainability, and social consciousness is transforming how we conceptualize, create, and engage with public art. Whether you are a muralist, a public art commissioner, an OOH advertising executive, or a marketing leader seeking innovative brand expression, grasping the current trends can help you maximize the impact of your next mural project. 1. Interactive and Immersive Augmented Reality Murals Perhaps the most exciting development in the mural space is the mainstream adoption of augmented reality (AR) integration. Static walls are now portals to dynamic digital experiences, creating multilayered storytelling opportunities that engage viewers on both physical and virtual planes. Augmented Reality (AR) murals are revolutionizing public engagement by allowing viewers to point their smartphones at a mural and witness its transformation—characters move, narratives unfold, and additional content emerges. This technology has evolved significantly in recent months, with advancements in spatial anchoring that ensure AR elements stay perfectly aligned with the physical artwork, regardless of viewing angle or distance. For brands and marketers, AR murals provide unprecedented metrics and engagement data, offering insights into how audiences interact with the artwork. Companies such as PepsiCo and Nike have leveraged this technology to create memorable campaigns that enhance the impact of their OOH investments while collecting valuable consumer interaction data. Key developments in this space include: Persistent AR experiences that multiple users can access simultaneously Geofenced content that changes based on time of day or special events Interactive elements that respond to viewer gestures or social media actions Integration with social platforms allowing for instant content sharing Payments built directly into AR experiences to easily one-click buy Viewing AR Murals through new AR glasses from Meta and Snapchat 2. Projection Mapping and Dynamic Murals While traditional painted murals remain predominant, projection mapping technology has developed to enable dynamic, changing murals that transform throughout the day or in response to various inputs. These "living walls" preserve the scale and public nature of murals while introducing temporal dimensions that static paintings cannot achieve. Recent advances in projection technology have made these installations more energy-efficient and visible even in daylight conditions. Sony and Epson have developed specialized projectors specifically for public art applications, enabling longer-term installations without excessive power consumption.  Noteworthy applications include: Seasonal narrative shifts that evolve throughout the year Weather-responsive projections that change based on local conditions Traffic or noise-responsive installations that reflect urban rhythms Scheduled transformations that create appointment viewing experiences These dynamic murals are particularly effective for areas with high repeat traffic, as they provide new experiences for regular viewers.
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