Safe Sets is a pioneering brand in the field of intimacy coordination, offering expert services globally and in South Africa. Intimacy Coordinators, such as Sara Blecher and Kate Lush, work closely with film and television productions to choreograph and oversee scenes involving intimacy, nudity, and simulated sex. These professionals ensure that the actors' voices are heard, boundaries are respected, and the director's vision is upheld.

The brand advocates for the use of Intimacy Coordinators to create safe and respectful environments on set. With a focus on the five pillars of intimacy coordination - 'Context, Consent, Communication, Choreography, and Closure,' Safe Sets ensures that productions follow best practices.

Though not legally mandated in most countries, the importance of Intimacy Coordinators is increasingly recognized by organizations like SAG-AFTRA in the US. Safe Sets' mission is to promote safer sets for all, offering guidance, training, and support to productions seeking to work with intimate content responsibly.