Great Guns director Shearer was approached by advertising agency Enter to create a charity film for the Department for Communities and Local Government (DCLG) for their Tick Tock Test campaign.
The aim of the campaign is to alert the public to regularly test their fire alarms, before it’s too late. Steering away from the usual approach to safety videos, this film hones in on special effects and eerie sounds to really strike a chord with the viewer.
Shearer paired up with Adam Jenns at Mainframe to breathe life into the Fire Kills campaign. “The Fire Kills spot was born in a very unusual way,” says Adam. “Paul Shearer and I were judging D&AD and he decided that he wanted to work with Mainframe on the new campaign for Fire Kills.”
They came up with the idea of a living, sinister CGI smoke breathing in and out in time with a sleeping child’s breath. The smoke slowly creeps up through the house and into the child’s bedroom, leaving us with the scary realization of this possibility if we don’t use the Tick Tock Test.
According to Adam, the client has been extremely positive about the idea. “It ended up being a great collaborative process between Enter, Great Guns and Mainframe and I think the general sentiment is if we can go a little way to protecting some lives, all of the work will have been well worth it,” he says.