ALESKA ÇELİK KAPI

The hard part of showing a fire door: it does its real job in a minute nobody wants to see. In a showroom it's just a door. Aleska had one photo of the product; we built the minutes in which that door earns its place. A hotel corridor filling with flames, the door holding the fire back, the exit opening with one push of the panic bar, and the layers inside the door.

We wrote the script first, because everything said in thirty seconds had to fit into a sentence. Once the voice recording came in, we cut the film to it. Every cut lands at the end of a sentence, and each layer's name appears the moment it is spoken.

The door's colour, handle and panic bar stayed identical to the photo in every scene. Any frame that didn't look like the product came out of the film.

What we did

• Vertical ad film (30 s)
• Script and copy
• Editing to the voice-over
• Scenes faithful to the product