Firearms Training Systems (FATS) has created some of the most advanced combat simulators in the world for training law enforcement, security forces and military personnel.

I wanted to cut through the clutter of typical firearms genre advertising. Mustached men with determined looks, wearing aviator sunglasses and firing weapons. Basic message from these ads, FATS will simply make you a bad-ass marksman. This visual, no-copy campaign communicates that without apology.