We undertook the initial creative photography for a Home Safety Direct assessment campaign for Cheshire Fire and Rescue Service. The idea was to create visuals to look as if somebody was trapped in a fire with smoke around them and only their hands visible through glass, the basis being that it takes just 5 minutes to be overcome by smoke and it takes just 5 minutes to complete a HSD which could help prevent injury in the event of fire. As part of the campaign, ‘street talker’ phone box advertising space was taken across Cheshire. Creating a dramatic effect, the campaign has been drawing people’s attention in the street. The dramatic photo below was created and shot by Cheshire Fire and Rescue Service’s in-house photographer, Gareth Taylor. Our photographer Chris took the leading role in the initial creative photography stages with help from Steve and Andreas. The wider campaign for the creatives includes vehicle livery, viral advertising, posters, leaflets and email/website advertising.