Workplace safety is one of the strategic pillars of SESI Mato Grosso (SESI/MT). To strengthen a culture of prevention across the industrial sector, the organization chose an approach that goes beyond traditional classroom instruction.
Conceived in 2023, SESI Experience is a state-of-the-art training center designed to prepare industrial professionals through immersive environments, advanced equipment, and realistic simulators that recreate workplace hazards in a safe and controlled setting.
To introduce the concept to the market, Mercatto Comunicação developed the launch campaign around a central challenge: How do you communicate an experience that must be lived to be truly understood?
The agency’s answer was to turn the very concept of risk into the campaign’s creative language. Rather than presenting the center simply as a place for courses and training, the campaign immerses audiences in the experience itself—capturing the tension and uncertainty of a workplace accident before revealing that everything is taking place within a controlled training environment.
The concept is built on a simple premise: understanding risk is important, but experiencing it can fundamentally change how people respond to it.
At SESI Experience, professionals do more than learn about workplace safety. They are placed in high-alert situations, confronted with realistic simulations, and required to make decisions in scenarios that mirror the challenges of real industrial environments.
“Our starting point was recognizing that SESI Experience’s greatest differentiator isn’t just its technology—it’s its ability to turn knowledge into behavior. That’s why we wanted audiences to feel the risk before revealing that it was a simulation,” said Julio Diniz, Creative Director at Mercatto Comunicação, who developed the campaign concept alongside copywriter Carlos Bastos.
“Experiencing Safety Changes Everything.”
This idea inspired the campaign’s centerpiece: a 30-second film.
Shot entirely on location at SESI Experience, the commercial uses the center’s actual training facilities, simulators, and equipment to create a cinematic narrative.
The direction relies on close-up shots, subjective camera work, escalating tension through movement, dramatic lighting, and strategically integrated CGI. The goal is to make viewers believe they are witnessing a genuine life-threatening situation from the very first moments.
The fact that the scene is only a simulation remains hidden until the film’s narrative twist. It is at that moment that the tension built throughout the story takes on a new meaning: while the danger was carefully controlled, the emotional experience was entirely real.
This creative approach positions SESI Experience not merely as a training facility, but as a tool for behavioral transformation. By recreating hazardous situations in a safe environment, professionals can experience firsthand what, in real life, could have serious consequences.
The campaign also reinforces SESI/MT’s positioning around Occupational Health and Safety (OHS), a program focused on risk anticipation and assessment, accident prevention, and promoting a strong safety culture within organizations.
With a first-of-its-kind structure in Brazil and a methodology built on technology, simulation, and immersive learning, SESI Experience pushes the boundaries of traditional workplace training. Mercatto Comunicação brings that innovation to life through a campaign that uses the feeling of danger itself as its most powerful communication tool.
