Brinkmann Constructors Safety Video – Part Three – The Final Product

Worker safety throughout a job site is paramount at Brinkmann Constructors. This new safety video delivers that message in a compelling way.

Worker safety throughout a job site is paramount at Brinkmann Constructors. This new safety video delivers that message in a compelling way.

Safety is the responsibility of every worker on every job site at Brinkmann Constructors.

These days, workers are getting that message loud and clear thanks to a new safety video that’s shown at the beginning of every safety orientation meeting when a new building project gets underway.

The video, titled, “I Could Have Saved A Life That Day” is the result of a true partnership between Brinkmann Constructors and the production team they hired to create the video that consisted of Pickett Productions, (which is now known as CG Studios) Mike Martin Media and BloodLInes Creative.

There were two, full, on-location shoot days, two green screen shoots at Mike Martin Media and another shoot held at a funeral parlor in south St. Louis. The plan was for Mike Martin Media to go through the more than three hours of footage and assemble the rough cut.

From there, Carl Braun, who is the Creative Director at CG Studios, began working his computer graphics and editing magic, doing a lot of color correcting, and adding graphics throughout the video to enhance or emphasize key points.

Graphics depicting Hazardous Materials grab attention and help tell one aspect of the safety story.

Graphics depicting Hazardous Materials grab attention and help tell one aspect of the safety story.

The proper angle to set a ladder is re-enforced via these graphics.

The proper angle to set a ladder is re-enforced via these graphics.

Carl and I have been working together on projects for more than 15 years. So there was a real comfort level as we worked as one to try and plus the rough cut that Mike Martin Media had sent us.

The graphics Carl used throughout gave a contemporary feel to the overall video and were also in line with Brinkmann Constructors’ new brand guidelines, which were recently developed by TOKY.

Brian Satterthwaite, President of Brinkmann Constructors delivers the closing message of the video with graphics representing the new corporate branding.

Brian Satterthwaite, President of Brinkmann Constructors delivers the closing message of the video with graphics representing the new corporate branding.

We also worked hard to enhance the most dramatic part of the video – the plunge of a worker who wasn’t tied off, resulting in a fall off the second floor of a building under construction. The end result was quite convincing.

Not being tied off when you're working above ground can have fatal consequences.

Not being tied off when you’re working above ground can have fatal consequences. This was one of several quick cuts used to help make that point.

According to Tim Myatt, Safety Coordinator at Brinkmann Constructors, the entire video does exactly what we all wanted it to do – it tells a very convincing story of the need for safety at every job site.

“When we first showed the video at an internal presentation, I looked around the audience to see what the engagement level was,” said Myatt. “The whole audience was dialed in.”

“Now, every time we do a safety orientation, I know we’re going to grab attention and deliver our safety story in a way that will be seen, noted and acted upon. Workers are getting the message, loud and clear,” said Myatt.

The second poem that is read in the video is called, “I Know I Saved A Life That Day.” The last scene in the video is of the worker who stepped up and made a difference by telling another worker he wasn’t tied off while he was working on the second floor. The video ends with that worker watching as the man climbs into his pickup, ready to go home for the day.

The man responsible for saving his fellow worker from a potential fall thinks about the impact he made by standing up and stepping in.

The man responsible for saving his fellow worker from a potential fall thinks about the impact he made by standing up and stepping in.

Thanks to this video, that could be the end result, many times over.

This is the third of three blogs regarding this project for Brinkmann Constructors. BloodLines Creative works in partnership with a variety of creative resources. If you’re looking to tell a story via video, or have any other marketing communications needs, we can assemble the team ideally suited to get the job done – on time, on budget and with big idea thinking delivered in an impactful way.

Brinkmann Constructors Safety Video – Part One – The Assignment

The Brinkmann Constructors' safety video tells the powerful story of taking action versus standing by when it comes to safety.

Brinkmann Constructors’ safety video tells the powerful story of taking action versus standing by when it comes to safety.

Brinkmann Constructors was in need of a new safety video.

Safety is a key component of everything that Brinkmann Constructors does. This employee-owned construction company, headquartered in St. Louis, Missouri with offices in Kansas City and Denver knows how important safety is every day, at every job site, with every worker – especially since many of those workers are contracted. So with every new project, there’s the potential to have a whole new crew of workers – and it’s vitally important to assure that these workers know all of the safety measures that need to be taken to assure each one of them goes home at night.

So they wanted a safety video that wasn’t your normal safety video – one that told a powerful story and that wouldn’t be ignored two minutes into the overview.

Like many projects that I work on, it was a true collaborative effort. In this case, I was called in by Jeff Fuelling, president of Pickett Productions (In the past year, Pickett was bought and is now known as CG Studios.) Jeff was the project lead and had also brought in Mike Martin and Michelle Anselmo of Mike Martin Media as part of the team.

I would be the copywriter/Creative Director on the project, Pickett Productions would supply the graphics and post production and Mike Martin Media would handle the shooting, casting, voiceover recording and the initial edit.

At our first meeting, we met with Tim Myatt, Safety Director at Brinkmann along with Miranda Hill, Preconstruction Coordinator and Ted Hoog, Brinkmann’s Vice President of Operations. They provided an overview of the Brinkmann safety process and emphasized the need to do something different with this video that would keep the viewer engaged from start to finish.

One of the items Tim mentioned were two related poems that he would read at the beginning of each safety orientation overview and at the end. The first was titled, “I could have saved a life that day”. The second was, “I know I saved a life that day”.

The poems deliver the exact same scenario at a construction site – the only difference being the actions taken by a construction worker. Rather than stand idly by when they see something going on that they believe is not quite right, they take action. And by taking action, they help prevent what could have been a life-altering accident.

Tim mentioned that everyone always seemed to pay attention during those parts of the presentation. The meeting wrapped, and we had our assignment. Create a video that would grab and hold the viewer’s attention from start to finish.

We were bidding against two or three other production companies. All had essentially been given the same download. Our task was to deliver a concept that would win us the job.

The creative process began. I researched other safety videos. I researched safety statistics regarding the construction industry. Initially, I had about five approaches that I then narrowed down to three. One followed a worker from the start of his day through the end, telling the safety story from a first-hand experience while still delivering all the key info that had to be covered. The second approach was very graphics driven, with key facts and statistics being emphasized as well as a range of different workers shot in off-site situations providing their particular reasons why they work safe each day – because there’s a lot of ball games still to see, graduations to attend, meals to enjoy, etc.

We were fairly confident going in that the third approach would be the winner. The idea was simple. Take the two poems, and deliver them throughout the video, interspersed with key safety facts and figures. The viewer wouldn’t just be read the poem, they would see the poem brought to life – seeing the fatal consequences of not acting and the positive consequences of taking action.

Our production team worked out some budget parameters and developed a rough timeline. We made our presentation.

A few days later we received the news. “I could have saved a life that day” was a go.

Then the real work began.

This is the first of three blogs regarding this project. BloodLines Creative works in partnership with a variety of creative resources. If you’re looking to tell a story via video, or have any other marketing communications needs, we can assemble the team ideally suited to get the job done – on time, on budget and with big idea thinking delivered in an impactful way.

I Could Have Saved A Life That Day was written by Don Merrell
I Know I Saved A Life That Day was written by Jim Morgan