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