Viking Fire Suits
Esbjerg, Denmark

The North American representative for Viking told us that their European advertising was detail-oriented rather than dramatic. In contrast, both the client and Muir felt that Americans who actually fought fires will be more concerned that their protective clothing be shown as light and flexible when in use.

As a result we chose a strong but improbable visual of a fire fighter performing on gymnastic equipment while wearing our client's fire suit. Spec details were left for the back page of product sheets.