The ideal firefighter

Modern firefighters face all sorts of things beyond just fires and are all trained exactly the same way to do the same job, with courage, commitment, bravery, resilience and compassion.

Wunderman Thompson's idea was crafted around the fact that no one can be sure who’s under a full firefighter’s get-up, in an emergency, who would care?  We produced this showcase of real DFES firefighters, first using existing footage to reflect on a mask with VFX and then taking off their helmets and revealing their faces. The ideal firefighter might surprise you.