The Rural Fire Service are called out over 23, 000 times per year – that’s 23, 000 times people like you have been at risk. But what’s your plan if one day that risk becomes all too real? Or do you think, like most people, that fire is far away – another persons devastation?
The RFS decided people needed a wake up call, but most importantly they needed a plan – because fire has a pretty wicked one. So when they teamed up with JWT and came to us with such an important project, we were honoured to come on board. Of course it helped that we loved the concept too – personifying fire in all its relentless, malevolent and un-forgiving glory.
Simon’s directors vision centred around a beautifully cinematic approach, really drawing the viewer in and compelling them to put their fire safety plans in place. This style allowed us to accentuate the personification of fire – watching it follow the viewer through all their “weak spots” – across their over-grown lawn, down their cluttered gutters, and finally creeping underneath their door.
So off we set, ironically on the coldest day in 5 years, armed with beanies, scarves, a pyro-technician and a 200 f/ps frame rate, to grab some pretty awe-inspiring slow-motion footage. With our set literally burning before our eyes, we only had one chance to get things right – thank god we had such a stellar team on board. Thank you to everyone who worked so hard to keep us safe and make sure we got this important message to the people.