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Respect It Or Regret It

Queensland Fire & Emergency Services

With bushfire season on the horizon, Queensland Fire & Emergency Services (QFES) needed a powerful campaign to drive home the importance of preparation. The ‘Bushfire: Respect it or Regret it’ campaign was born, and we were brought on board to help make it unforgettable.

Our Role

We partnered with QFES and their agency partners to bring this campaign to life. From on-set VFX supervision to post-production magic, we handled it all. We even pitched in during concept development, ensuring the campaign would grab attention and meet the strict Government Advertising Code (GAC) requirements.

Creative Solution

Using cutting-edge CGI, we created realistic fire, embers, and smoke elements to show how quickly bushfires can spread. To make the danger hit home, we visualised embers travelling vast distances—from bush to beach. This dramatic imagery was paired with live-action shots and simple home maintenance tips, helping audiences understand how they could reduce risks in their own backyards.

Outcome

The campaign rolled out in two phases. The first phase raised awareness with distant fire visuals, while the second brought the threat closer to home. By collaborating with experts, we struck the perfect balance between urgency and realism. The result? A campaign that educated and empowered Queenslanders to take action before it’s too late.

Credits

Client – Queensland Fire Department
Agency – BCM
Agency Producer – Ann Reilly
Agency Creative/s – Andy Ward, Mike Rolfe
Production – Kiosk Film
Creative Direction – Ruckus Studio
Animation Director/s – Matt Dye, Ricky Marks
Head of Production – Grace Francis
Compositor/s – Ben Ying, Mitch Chairman, Ricky Marks
VFX – Rangi Sutton
Motion GFX – Katherine Garcia
Colourist – Kali Bateman
Sound – Rosco Audio

Ricky Marks

Co-founder & Creative Director

Ricky Marks is an award-winning creative with a talent for bold design, clever storytelling, and turning complex ideas into clear, engaging messages. With over a decade of experience in Motion Graphics and Animation, he’s collaborated with global brands, agencies, startups, and local businesses across Australia, delivering work that’s as impactful as it is innovative.

Away from the desk, Ricky is a proud husband and father who treasures time with his family. He’s a keen runner, an amateur golfer working on his swing, and a passionate Brisbane Lions supporter. When he’s not cheering on his team, you’ll find him rewatching It’s Always Sunny in Philadelphia or diving into his next creative personal project.

Zara Finlay 

Senior Producer

Zara is a Senior Producer with 15+ years of experience managing and launching large-scale, innovative projects within production and agency environments. Diverse background managing the creative and operational aspects of production and post-production for commercials, feature films, location-based experiences and events. Strong organisational and leadership capability with excellent communication and interpersonal skills.

Trina Grant 

Office Manager

With 25+ years of experience in post-production as a post-producer, Trina supports the smooth running of the studio. On the client side, Trina will reach out for invoicing and administration documentation. Trina wrangles suppliers’ invoices and payments, including those of suppliers’ creative artists. As well as maintaining our project management system to ensure we’re staying in check on a business front.

Sarah Collier 

Senior 3D Artist

Sarah brings 15+ years of passion for storytelling to 3D animation and Visual Effects to RUCKUS. A long career working in TVC’s as well as top-tier films such as The Jungle Book and Aquaman, as well as a plethora of award-winning TV Series both locally and internationally. Sarah has also taught and inspired the next generation of Animation talent as a Lecturer and coordinated Animation courses at the Queensland University of Technology.

Grace Francis

Head of Production

Grace is a solutions-oriented production lead with 10+ years of experience – spanning Australia and the Netherlands – producing campaigns for brands such as Asahi SuperDry, Uber and Adidas. She brings a well-rounded skillset to the table, having worked both ad agency and brand side, driving the production of everything from short-form film to photography to digital. Her strengths lie in bringing order to chaos & coordinating creatives and clients in pursuit of awesome work.

Katherine Garcia

Motion Designer

Katherine is a highly talented motion designer who brings considered craft and efficiency to each project. With a keen design eye and a background working in-house in Colombia’s largest advertising agencies, she has the perfect understanding of what it takes to make great content quickly and creatively for various digital platforms.

Outside the office, Katherine enjoys playing futsal and is a big fan of Barcelona Femenino. She also loves listening to flamenco music and running by the river in the mornings. She’s always looking for activities that spark her creativity, such as hiking, camping, and long walks, with the hope of stumbling upon a waterfall along the way.

Matt Dye

Co-founder & Creative Director

With over 20 years of experience making bold ideas and craft come to life. Renowned for his ability to direct creative solutions for any message. His 3D VFX and Animation background enables his hands-on supervision to constantly refine the craft and workflows to deliver standout results. With a keen eye for work that captures attention and stands the test of time, he’s always looking for the next big idea to pair with a creative concept.

Outside the office, Matt’s short attention span has him interested in many things, but mostly working out ways to relive his teenage years via his young son, and reminding himself the ground hurts a lot more than it used to.