OMI likes to come up with initiatives. We also like bold ideas, as long as they have a marketing sense. Starting with cooperation with a German manufacturer of alarm sensors, we proposed the following concept: the Pyrexx Experts Team’s work in the laboratory, testing out various types of materials and forming a virtual simulation in the age-old fight against fire. And so was born a film about a smoke sensor, in which security is underpinned by concrete research. The film was for many months the foundational component of the company’s overall communications strategy.