B2B is dead. Long live B2B.

The assignment: B2B print for a Vanity Fair's fire-retardant clothing brand, Bulwark. We could have done that. But when you can count the number of fire-retardant clothing buyers on your fingers and toes, we figured there was a better way. So we made an 8-minute film to premiere at the big trade event those folks attend every year, and turned the conversation from saving money, to saving lives.