Despite world-class safety standards, BP Lubricants found progress plateauing. Most incidents no longer stemmed from major risks, but from everyday choices and overlooked hazards. To inspire change, they needed employees to see safety as a series of small, personal actions that add up to everyone going home safely.
I led the creative team in developing an internal safety campaign built around the idea: “It’s the little things.” Using custom photography, we created striking visuals featuring real life-sized objects used daily by BP employees—like wrenches and radios—combined with miniature figurines to stage relatable, human scenarios. This unexpected visual world made people stop, look, and reflect.
The result was a distinctive, people-focused campaign that reframed safety from compliance to care—reminding everyone that protecting each other starts with the little things we do every day.