Brief Explanation

The spots feature various healthcare workers talking to camera about the risks they face whilst trying to provide help to patients and their families as they walk through a workplace that moves in slow-motion and directly into an act of violence that then abruptly switches to real-time speed. At the moment of impact the screen cuts to black and the title 'It's Never OK' appears.

Execution

Worksafe’s challenge was its mix of technology and honest human emotional storytelling. Stepping into a situation of imminent threat while describing your situation needed at once a confidence and vulnerability. Another challenge was designing a slowly escalating situation that the viewer both engaged in the character, slowly aware of their danger, and ultimately emotionally impacted by the resulting aggression. With a limited budget I designed a system of shooting; combining different slow motion and real-time action into single shots, revealing the storytelling through the camera’s widening of the frame. I wanted to use the recent advanced resolution of cameras to tell an emotional story in a way that wasn’t possible until recently. This approach to technology will help directors tell emotional stories in a new way. The campaign’s been shared millions of times and that interest in a government message is vital and due to the impact on the viewer.