Google Safety
Google Data Centers wanted to reimagine what a safety campaign looks like to increase engagement and provide a safer workplace.
We were tasked with taking the invisible safety hazards of Near Misses and bringing them to light. The problem in the data centers is that people were not reporting adverse events that almost occurred.
Working with the writing team, we developed a character that was a collection of all the Near Misses that happened around the facilities. The collection of these Near Misses as a whole was our opportunity to create a monster that we could all work together to defeat.
For this awareness campaign, we started with a video screen teaser and email followed by posters in the workplace. I worked with the illustrator to help pull out the details and balance the fine line between a monster that was either too scary or too cute.
The direction for the video illustrations and storyboard followed along the concept of a moving comic book to play on the theme of retro EC comics.
Working with brilliant comic book illustrator Jonathan Case, we developed a style of art that could be leveraged for animation and movement. I also directed the voice talent for the piece, working in an audio session with in-house talent to get the most out of their performances by keeping them at ease through cultivating a playful atmosphere.
Creative Direction | Tyson Smith, Vanessa Duff
Design | Tyson Smith
Illustration | Jonathan Case
Animation | Keeley Davis
Copy | Alyssa Dyltz, Kevin Klinskidorn
Voice Over | Jerakai Kitchens
