# Pyromaniac Ad Campaigns Terry Richardson Starts a Fire for Calibre By mediterranean | Published 2009-02-19 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/terry-richardson-chad-white-calibre References: [homotography.blogspot](http://homotography.blogspot.com/2009/02/chad-white-terry-richardson-calibre.html) & [calibreclothing.au](http://www.calibreclothing.com.au/) While famed controversial photographer Terry Richardson seems to have toned down his [racy style](https://www.trendhunter.com/trends/mariemurs-judge-me-guilty) in recent photo shoots, he still managed to produce a sizzling ad campaign for Calibre that was literally *on fire*. The Calibre Spring Summer 2008 ad campaign features a [playful Chad White](https://www.trendhunter.com/trends/winter-2025-campaign) playing with a monkey, making cheeky poses, reading a newspaper that’s on fire, and trying to put out that fire by dripping water from his mouth. See more fire-themed photo shoots and work by Terry Richardson below. ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 67% | Activity: 22% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Photography](https://www.trendhunter.com/stylephotography) ## Key Themes ### Why This Trend Is Growing - **Fire-inspired Ad Campaigns:** Exploring fiery visuals and themes in advertising campaigns presents a disruptive innovation opportunity for companies looking to create bold and memorable marketing initiatives. - **Controversial Advertising:** Taking risks with potentially controversial subject matter could be a disruptive innovation opportunity for companies looking to stand out with unconventional marketing strategies. - **Playful Marketing Campaigns:** Incorporating playful and cheeky elements into marketing campaigns presents a disruptive innovation opportunity for companies seeking to engage consumers with fun and lighthearted messaging. ### Industries Being Reshaped - **Fashion and Apparel:** The fashion and apparel industry can utilize fire-themed ad campaigns to create edgy and unconventional marketing messages that resonate with consumers who value bold and daring styles. - **Entertainment and Media:** The entertainment and media industries could benefit from incorporating controversial subject matter into marketing campaigns to generate buzz and create a provocative brand image. - **Food and Beverage:** The food and beverage industry could take inspiration from playful marketing campaigns that use humorous imagery and messaging to promote products and engage consumers in a lively and entertaining way. ## Related on Trend Hunter - [Cheeky Swimmer Spirit Campaigns](https://www.trendhunter.com/trends/tom-daley-and-malibu.md) - [Naughty Holiday Campaigns](https://www.trendhunter.com/trends/diesels-xxxmas.md) - [Flame-Grilled Billboards](https://www.trendhunter.com/trends/flame-grilled-billboard.md) - [Body Paint Fashion Campaigns](https://www.trendhunter.com/trends/miley-cyrus-maison-margiela.md) - [City-Themed Luxury Fashion Campaigns](https://www.trendhunter.com/trends/back-to-the-city.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md) - [Intimate Fashion Capsules](https://www.trendhunter.com/trends/velvet-heat.md) - [Adorable Holiday Campaigns](https://www.trendhunter.com/trends/burberrys-holiday-campaign.md)