Defeating the Villains of the Kitchen:
A National Fire Prevention Month Campaign by Kitchen Guard + ToriStar Media
Every kitchen has its villains. Ours happen to be made of grease.
Client: Kitchen Guard (National Fire Prevention Month)
Creative Agency: ToriStar Media
Art Direction: Starlyss McSlade
Tone: Cinematic • Industrial Heroism • Humor with Authority
Turning Real Photos into a National Narrative
Kitchen Guard’s national campaign required using authentic franchise photos — the real kitchens, ducts, plenums, and rooftop fans from across the country.
These weren’t polished studio shots — they were raw, unfiltered, and alive with the grime we had to transform into story.
Cinematic Fire Safety Meets Creative Storytelling
Instead of hiding the dirt, we used it as the stage.
The grease became fog. The buildup became a shadow.
Each imperfection was an opportunity to bring the Grease Goblins to life — and show Kitchen Guard as the hero restoring balance.
31 Days of Fire Prevention Education
Every day in October, followers met a new Fire Prevention Tip — told in the voice of the Grease Goblins and Kitchen Guard experts. The mix of humor, education, and cinematic imagery turned safety into daily storytelling.
The Goblins Files: A 4-Part Email Series
The campaign rolled out through a cinematic email sequence — each message built anticipation, education, and engagement.
- Launch: Don’t Let Grease Goblins Haunt Your Kitchen
- Reminder: The #1 Cause of Restaurant Fires (and How to Stop It)
- Education: 23 Days of Fire Safety Tips
- Final Push: Kick Grease Goblins Out for Good
