Fitzco sets fire to traditional B2B advertising

After spending a year meticulously building a paper facsimile of a factory and everything that it entails (including it's workers), Atlanta's Fitzgerald + Co burnt it to the ground.

In this eight minute long video, paper sculptor, Jeff Nishinaka, describes his passion and his process in creating the scene. By the time it goes up in flames, you can't help but feel your gut wrenching.

Bulwark makes fire-resistant clothing for miners, utility workers and oil-rig workers. They spent just over half of their 2 million dollar budget to produce the film.

The point? People are flammable. Life is delicate.

Fitzco has completely strayed from traditional B2B advertising, and by golly, I think it worked.

via Mitch via New York Times