Emotionally powerful safe driving film

The Challenge

Following Juice’s partnership on their Safety, Health and Environment (SHE) events in 2014 SSE continued the relationship for 2015’s events. As with previous events SSE wanted to use films throughout the full-day events, which would cover several different subject matters.

The central theme of the 2015 SHE events was the issue of safe driving, which tied into the launch of their new Project Drive initiative. Therefore SSE wanted film elements that could be used as part of this session. Additionally, with focus on the Health aspect of SHE, and related to the issues surrounding safe driving, there was a session focused on stress, particularly recognizing the symptoms of stress and dealing with stress. There was also a requirement for a film to be created from user-generated mobile content supplied by their employees on the subject of “what they were proud of in regards to safety?” – the results of which can be seen here.

As with the previous year the audiences at the SHE events were comprised of leaders and management. With the content of the events being relevant to the entire business the film resources needed to be part of a training resource that management could cascade down to their teams following the events. These were handed out to delegates as DVD packs at the events.

Our Solution

Following the success of ‘Free Fall’ at last year’s events we decided that using a narrative-based drama approach would again be appropriate to portray the key messages on the subject matter of safe driving.

We worked with the client to develop a narrative that realistically portrayed the driving challenges facing SSE employees across the business, regardless of their job roles. To give the story impact and create emotional engagement we decided the best approach was to use a ‘recreation’ style. We used interviews with SSE employees and members of the public involved in a car accident and combined them with flashback recreations of the details leading up to, during, and after the accident. We also employed a number of stylistic techniques to create the illusion of an accident without actually showing one in the traditional sense.

The first film, ‘Free to Choose’, explores the attitudes, behaviours and actions of SSE employees working for the Lighting Services department on the day of the accident. The second film, ‘The Aftermath’, tells the story of the accident from an alternate perspective, specifically focusing on the chaos of the crash and the effects on lives following the crash.

Technically and logistically this was a complex shoot that involved recreating driving shots and car accidents that were realistic, believable and, more importantly, safe for the cast, crew and public. The filming took place across 6 days in West Yorkshire and was predominantly shot in 4k, a first for Juice.

Project Images


Project Films


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Silver Winner at Cannes Corporate Media and TV Awards Gold Winner at Cannes Corporate Media and TV Awards Evcom 2015 Evcom 2014 Autovision 2015 IoIC Award of Excellence 2014

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