ABOUT

This was my first real project combined as a full creative writer and commercials director. Having just the budget for a 10 second TV campaign, it was initially expected this could only be a type led statistics campaign, -featuring monthly casualty rates from house fires. I felt that despite being such a short space, a much greater potential and impact of message was yet to be realised. So I considered the media space of a 10 second TV ad rather like a slightly more animated version of a poster (meaning it would have to communicate its message and idea clearly in a couple of seconds). This would ensure the TV ad would not feel crammed. As a concept, I was interested in the idea that we all have the same objects in any house that would be considered essential, -like a lamp, saucepan or TV for example. Yet none of these so-called universal home essential would save your life and warn you of an impending fire breaking out, -like a smoke alarm. So this became the campaign thought. From an Art Directional point of view, I was fascinated with the transforming effect fire had on household objects, -like an almost eerie yet terrifying beauty. From there, I carefully created very authentic looking props with direct consultancy by experienced fire fighters. For me, it was important to then present our scorched props on a very white background, -which could not help be slightly specked and fouled by these incinerated objects. This allowed for a sooty outline of the object once removed from the pristine white background, -to where the GET A SMOKE ALARM title would appear (true poster style). In keeping with the punchy poster delivery, -I wrote very simple one-liners that reflected the benign ultimate use of this seemingly otherwise essential household item, -that affectively did fuck all to save a life. I very much wanted each and every last detail and aspect of the campaign to feel real, not just for the public but also fire fighters too. So once the films were cut, I carefully cast very strong actors who were largely unknown, -to some how give a read that did feel professional (like a real fire fighter was saying it). This was oddly achieved in either the first couple of takes or as many as 50 (quite an unusual request and task to get a truly natural read it would turn out). I remain proud of this campaign as from a creative point of view, it is 100% exactly to plan and its original vision (delivered on time and under budget). For what was intended as a 6 month campaign ran for 18 months. This commercial was produced with Mick Nijjar, the hugely valuable right hand man that made the campaign possible.