SFA NAYSAYER

Naysayers was conceptualized by the need to drive female applicants to one of Ontario's largest fire academies (Southwest Fire Academy). The theme of the piece is focused on breaking down female stereotypes, empowering women and defying those who put others in a box. We wanted to float these stereotypes around a vintage theme as this ideological way of thinking is just that - old fashioned and should be left in the past. We also felt it offered a strong juxtaposition against the more modern, high intense fire fighting footage.