Always Ready

Always ready was a recruitment campaign to recruit more retained on-call firefighters. On-call firefighters normall have a full time job and are also (part time) firefighters too.

I took the reigns completely and pushed this campaign through as my vision doing the conceptualising, copy, photography and video myself. I wanted to show people in their natural work environment, i.e a chef in a kitchen, but still show that behind their normal work life they’re a firefighter too with the suggestion of their helmet.