Fireray One

Client: FFE

Case Study

A product re-launch (with added oomph!)

Quick facts:

  • Fireray One is part of the Fireray fire beam detection range
  • It’s an innovative detection method for large scale buildings
  • FFE used this animation to spearhead the Fireray One into the USA
  • We provided our animation services along with campaign consultancy
  • This was part of a broader suite of services provided by us as a trusted marketing partner for FFE

About the client.

FFE is a global leader and innovator in both the design and manufacture of fire detection systems. They have supplied a range of deterrents, detectors and extinguishers for over 40 years with additional services including consultancy, training and technical support to ensure their customers are completely catered for whatever their needs.

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The challenge.

With any new product launch, you want to make an impact and grab attention. FFE wanted something different but weren’t sure of the direction from the traditional corporate feel of their previous content.

The animation needed to include not only their flagship Fireray One, but the Fireray range presented as a solution with the flexibility to edit the content easily (and cost effectively!) when targeting different markets worldwide.

Our solution.

DURTY worked to produce the storyboard & animation, moving to a new style that incorporated graphical elements from the new product brochure.

The resulting video allows for edits for different languages, units of measurement, edits for social or paid campaigns & the ability to add more products in the future without the need to start from scratch.

Watch the video

“At first I was nervous about such a drastic change to our "light" look and feel. But you guys have smashed it, and I've been converted to the dark side! You've done an amazing job with the Fireray One and I look forward to working with DURTY on our Talentum range ????”

Tracey BrownMarketing Manager, FFE

Introducing a new style.

At first, the team at FFE weren’t completely sure on the style we proposed. However, with a style frame and mood board to explain the concept, while explaining the benefits of a more “edgy” and modern feel, the team were soon won over.

The darker background pulls the focus onto the product and is a refreshing change to the typical white surroundings.


For easy translation.

Not just for English speakers across waters, the text throughout is easily changeable for different units of measurement depending on which country they’re being promoted in. It also allows plenty of space for other language translations.


With campaign usage in mind.

Keeping USP’s separated throughout the video, with clean transitions between shots, means multiple clips can be made for use on different platforms. Whether it’s multiples ads running on Google or LinkedIn, or creating a library of reusable content to be shared organically such as the company LinkedIn page or Twitter, cuts can be delivered quickly top and tailed with company branding.


A full service delivery.

In addition to delivering the Fireray One animation, we also assisted FFE with digital marketing strategy, large format renders for their office wall prints, and animations for a number of other product ranges.