Driving to zero

KCA Deutag, a global leader in drilling, engineering, and technology, reached out to us with a request to create a driving awareness animation for their land drilling workforce. While the company operates in a traditionally hazardous sector, their request highlighted a significant issue that extends beyond the oil and gas industry—road safety.

The Problem

By the end of 2024, there are estimated to be 1.4 billion cars globally, which translates to about one car for every 5.5 people. As the number of vehicles grows, the risks associated with driving increase as well. Despite the existence of traffic laws and safety protocols, road crashes continue to claim a significant number of lives. Recognising these risks, KCA Deutag sought to take preventive measures to safeguard their workforce, who frequently commute between worksites and across different cities in the region.

Project Goals

The goal of the project was to create a 3D animation that would raise awareness of the dangers of reckless driving, highlight road safety protocols, and educate KCA Deutag’s employees about the importance of adhering to traffic laws. The video had to be visually engaging, culturally sensitive, and informative, while also being completed under a strict deadline.

One key challenge was how to present important statistical information without making the video feel overly technical or disengaging. We knew the animation had to incorporate statistics on road safety, but the design needed to avoid overwhelming the viewer with numbers and data. After careful consideration, we settled on a sleek, minimalist 3D visual style, reminiscent of a GPS display. This not only aligned well with the driving theme but also helped to break down complex information into digestible, easy-to-understand visuals.

Cultural Sensitivity

Given that the target audience was based across various countries in the Middle East, South America and Europe we took steps to ensure the animation would resonate with employees from different cultural backgrounds. The animation incorporated local driving scenarios and visual cues that reflected the region’s diverse landscapes, from bustling urban centres to long stretches of desert roads.

Outcome

The final product was a visually engaging and culturally relevant driving awareness animation that successfully met KCA Deutag’s needs. The video delivered a clear, impactful message about road safety, effectively combining statistics, real-world driving scenarios, and visual storytelling to engage the audience. By highlighting the dangers of reckless driving, the animation provided employees with practical advice on how to stay safe on the road.

KCA Deutag praised the project for its timely completion, its ability to convey important information without overwhelming the viewer, and its engaging visual style. The animation has since been integrated into the company’s broader safety training programs, ensuring that road safety remains a priority for their workforce.

“On behalf of KCA Deutag, we would like to extend our sincere thanks to everyone involved in the creation of the new KCAD Driving Safety media.

The communication, dedication, and creativity your team brought to this project has resulted in an outstanding final product. The impactful content will undoubtedly contribute toward safer driving practices within our company.”

Barry Grigor, KCA Deutag, Kingdom of Saudi Arabia – Assurance Manager.