Visual Culture has worked with API to produce a range of safety and training video content, including contractor and visitor inductions, mental health programs, animated safety training and scenario-based learning for retail environments.
Across these projects, we’ve worked closely with API’s safety team from scripting and creative development through to filming, animation and post-production.
CLIENT BRIEF
API needed to communicate a range of important safety messages to people working across very different parts of its business.
The content needed to support employees, contractors and visitors, covering everything from site safety and induction through to mental health and managing challenging customer behaviour in retail environments.
Rather than applying the same production style to every project, the brief was to find an approach appropriate to each subject, audience and working environment.
This has resulted in a diverse collection of safety content including site inductions, scenario-based training, presenter-led content and animation.
OUR APPROACH
Working collaboratively with API’s safety team, Visual Culture helped develop the content and scripts before determining the most effective production approach for each project.
Some productions required filming within operational distribution centres under strict site safety requirements. This meant carefully planning the crew, equipment, access and filming schedule around the working environment.
For a series about managing challenging customer behaviour, we created realistic scenarios within one of API’s pharmacy retail environments. With filming unable to take place while customers were present, the entire production was completed during an intensive 10-hour after-hours shoot.
Careful pre-production allowed us to capture multiple scenarios efficiently within the available window.
Other projects called for a completely different approach.
For an animated safety training series, API wanted the content to be informative without feeling like conventional safety training. We developed a playful game-show-inspired treatment using animation, graphics and questions to bring some energy and personality to the learning experience.
Across the different productions, our role has included scripting, creative development, production planning, filming, directing, animation, editing and post-production.
THE OUTCOME
The result is a growing library of safety and training video content that allows API to communicate important information in ways suited to the subject and audience.
Rather than every video looking and feeling the same, the collection uses different formats where they make sense — from practical site inductions and realistic workplace scenarios to mental health content and animated learning.
It also demonstrates the value of an ongoing production relationship. As new safety communication needs arise, API can work with a production partner that already understands its organisation, working environments and expectations.
For Visual Culture, the objective remains consistent across every project: take the knowledge of API’s safety team and help turn it into clear, engaging video content people can understand and use.
