This campaign illustrates what happens when experts do everything correctly except for selecting one wrong tool.

The agency and Fulton wanted the viewer to feel the heat and intensity of the scene immediately but there were challenges. The shoot was scheduled during a very dry Summer, and fire bans were in affect everywhere. This made burning a real structure impossible. Stock photography of burning buildings from an intimate vantage point were also non-existent. The solution Fulton delivered relied on a combination of eight different structures and multiple captures of over 300 gallons of diesel fuel set ablaze by an accommodating fire department.

The resulting images were brought together and sculpted over two days into an intense setting for our firemen to execute the concept and the client was blown away with the final imagery. The campaign ran throughout North America and Europe.