Axe Apollo 'Fireman'

January 2013

Framestore has taken a giant leap with BBH and Biscuit London to create this stellar campaign to promote an out-of-this-world competition from Axe (that’s Lynx to UK folk) where consumers can win a trip into space.

Following on from the success of last year’s award-winning Axe The Chain with BBH this campaign launches with an action-movie style spot, Fireman, where a Hollywood-worthy hero saves a beautiful lady from a burning building only to be upstaged by an average Joe dressed as an astronaut.

Fireman was shot in Barcelona and directed through Biscuit London by Tim Godsall. Framestore created stunning fire effects to elevate it to a piece of film akin to Ron Howard’s 1991 movie, Back Draft. Led by VFX Supervisor, Chris Redding, and CG Supervisor, Dragos Stefan, Fireman’s in-camera inferno was enhanced with a VFX fireball that blasts through a door in a cloud of exploding debris.

Chris Redding created the fireball in Flame using elements from effects rolls before embedding the effect with smoke, dust and fragments of splintered door. “Our main challenge here was in getting the scale of the fire right,” explains Redding. “It had to be big enough to be dramatic but tempered enough to be realistic and not destroy the heroic fireman.”

Framestore’s Simon Bourne was responsible for crafting the spot’s Hollywood-style grade: “With Fireman, we didn’t just want yellow warmth from the fire to wash over everything. We felt additional colours and contrast would create a real cinematic richness, much like Back Draft.” Once the grade had been set, Bourne did a transatlantic remote grade with Godsall in Framestore’s New York office.

The campaign has been announced, press conference style, by none other than Buzz Aldrin, in a spot directed by Caviar Content’s Nick Jasenovec and featuring some Framestore magic. Then there’s Earth – a completely CG commercial, directed in-house at Framestore, that shows the Axe pack rocketing through space on its way to earth.

The competition is now open at

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