Hot Firefighters (& Their Abs) Come to Life with Augmented Reality

rescued pet and fireman

Appleton client and partner, Pet Alliance of Greater Orlando, teamed up with the Orlando Fire Department to produce the very first Orlando Firefighters and Rescued Pets calendar. This diverse 14-month calendar offers viewers an interactive print experience like no other. The goal of the calendar is to raise $100,000 to establish a fund that will provide pets with veterinary care from Pet Alliance’s expert medical team, regardless of an owner’s ability to pay.

Flip through the calendar and you’ll find an ordinary layout that features adorably adoptable dogs and cats from Pet Alliance alongside ruggedly attractive firefighters from the Orlando Fire Department. By downloading Layar, an app that creates augmented reality experiences, the calendar’s pages come to life.

“The Firefighters and Rescued Pets calendar is not only unique because of the content, it’s the first time that we have embedded Layar augmented reality technology in printed materials,” says Diana LaRue, president of Appleton Creative. Appleton’s talented video department was responsible for video production of the project. “The digital experience allows people who purchase the calendars to virtually meet all of the firefighters who participated in the cause.”

Viewers can scan the images of each firefighter to watch a video about how they became the courageous lifesavers they are today. As Pet Alliance’s agency of record, Appleton Creative’s video department donated and produced all the videos that offer this distinctly digital calendar experience.

“Heroic firefighters save people’s lives and property every single day,” said Sean Hawkins, Senior Partner at Unleashed Public Relations and the creator/producer of the calendar. “What many people don’t know is that Orlando firefighters often rescue dogs, cats and even ducks when they are in danger, providing first aid and saving their lives as well. I could not think of a better partnership to help launch the pet rescue fund.”

Adding celebrity flare to the calendar project is Michael Rueter, who photographed the ferocious furballs and brave firefighters. Rueter specializes in working with animals on set in challenging environments. Some of his shoots include National Geographic’s Dog Whisperer with Cesar Millan and American Humane Association’s Hero Dog Awards show in Hollywood. His book also features celebrity work, such as the red carpet at the Oscars and Emmys, and set work with Brad Pitt, Jennifer Lopez, Bradley Cooper and Madonna.

Pet Alliance of Greater Orlando provides compassionate and knowledgeable services for pets and people in Central Florida. By providing innovative animal care, veterinary medicine, disaster response efforts and shelter for pets in need, Pet Alliance helps thousands of animals in our community each year.

Pick out your favorite firefighters and rescue pets! Calendars are currently available in all Central Florida Pet Supermarkets, Woof Gang Bakery stores and Pet Alliance locations. To purchase your calendar online, click here.

Innovative technology can be implemented in any promotion, product or company. Appleton Creative is an award-winning, full-service Orlando advertising agency that works with local, national and international clients to deliver impressive ad campaigns, branding, print, web, public relations, social media and video services — all in-house. At Appleton, we want to learn about your business, empower your marketing team and be your creative resource. Your advertising goals are worth a conversation: contact us at 407-246-0092 or

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