Make the Safe Choice.

Frontline workers who do the same job in the same place every day can stop seeing the risks around them. DP World wanted to cut incidents by breaking that false sense of security.

Edelman made the warehouse the main character. The camera moves through an increasingly eerie, empty space while the audio plays a conversation between a supervisor and a frontline worker, and the accident is told almost entirely through sound. Leaving out faces let viewers put themselves in the scene and kept the film readable across countries and languages. It ran mainly as internal communication for frontline staff and was also shared on DP World's social channels.