Fighting Fire with Fire is a virtual reality film and real world experiment created for GE and BBDO as part of their 'Unimpossible Campaign'. The film was also featured in every episode of GE's 'The Possible' VR series.


The film is a real experiment where we used sound waves to extinguish fire, or more accurately, a man on fire. The sound frequencies were captured by recording a variety of fire sounds. The frequencies, when fed into Ring Vortex Generators generate forces powerful enough to push flame away from their fuel source. Hal Kirkland designed this ring of RVGs specifically for this experiment. Nothing of this scale has been built before. GE provided the science and our amazing partners at Reel EFX provide the know how - and constructed it. The slow motion scene at the end was shot on a Phantom camera and stitched seamlessly into the rest of the real-time sphere. 



General Electric


Chief Creative Officers
David Lubars, Greg Hahn

Executive Creative Director
Michael Aimette

Creative Director/Art Director
Lance Vining

Creative Director/Copywriter
Gary Du Toit

Art Director
Rachel Moore

Darina Khafizova

Production Company
Here Be Dragons

Hal Kirkland

Executive Producers
Patrick Milling-Smith, Samantha Storr

Executive Technical Director
Justin Denton

Matt Gelb

McKenzie Stubbert

Sound Company
One Thousand Birds

Post Production Company
Company 3



Hal Kirkland's Reel