Following the research phase we created a number of concepts designed to grab attention. After a concept had been agreed, it we created shoot sketches so that we could plan the required photoshoots and post production. The shoot sketches sat with us on location, carefully governing the creative outcome. Due to the fact that we were creating composited imagery, we had to be fastidious about controlling the photographic process. Although digital imagery was an option, we much preferred the warmth created through old fashioned transparency. We wanted to control the vast majority of alignment in shot so post production was mostly around the area of colour grading and dropping in background media. Research also informed us that regulatory text saturates the working environment. We therefore geared our campaigns to utilise the bare minimum of strong image and direct message. The advertising media was applied to a myriad of applications, from small A2 format block mounted posters in canteens to much larger billboard format. Our second concept focussed on getting the site workers to view their tools as hazardous when not respected. Researched showed that the vast majority of incidents involved tools rather than falls. The campaigns, which had on average five executions of each, were rotated around the sites at a weekly interval.