In the Blink of an Eye

Marking the second year of working with the National Maintenance Agreement Policy Committee, In the Blink of an Eye takes a new look at the safety culture that drives union construction. We pitched a post-intensive concept, built around composited graphics and a cool motion tracking effect that allows viewers to see the world through contractors' safety-conscious perspective. 

Making Safety Cool

Starting with Justin's commanding script, we crafted a message that asked viewers to rethink the way that they understand workplace safety. To make it cool, we proposed the concept of "safety vision.” It's like "Terminator vision," only safer. This was graphic treatment that animated 2D design elements to simulate a real-time heads-up display. These visuals would be presented as a "sixth-sense" that highlights the constant presence of hazards and risks, and the constant vigilance that helps keep contractors safe.

Worker Operating Machinery
The Stakes are Too High

“Compositing”

Compositing is the process of incorporating special effects and graphics into a live-action world. We recycled all footage from last year's on-site shoot, using that b-roll as a base layer. After a content cut, weanchored and motion tracked graphic elements to objects and events onscreen, creating a fluid visual interface. Like Iron Man! Coupled with subtle sound design, this vivid technique created a stunning look that made constructors feel like superheros.

Part of a Larger Narrative

"In the Blink of an Eye" played alongside its companion video, “A Better, Safer World,” to deliver a holistic view of the role that safety plays in both construction and our everyday lives. The second video staged and reenacted everyday moments that are made possible by the smart and safe decisions from contractors on-site. These videos were created as the emotional center of the 2015 Zero Injury Safety Awards, an annual gala that celebrates the safety accomplishments of the union construction industry.

Working for Zero