With the new Fantastic Four film mere days from release, the marketing machine has gone into overdrive - and one video is more imaginative than your usual TV spot.
Shot at a New York Fire Training Academy, with the necessary fire fighter support in case anything went wrong, the clip shows a blazing, human shaped drone flying through the sky. It's a visceral sight, and does indeed conjure up images of the Human Torch character.
Speaking to Adweek, Michael Krivicka from Thinkmodo - the group that devised the stunt - said, "a special pyro technician had to figure out how to coat the aircraft so it burns in a way that the human shape reads well."
It may just be a promotional clip for an upcoming superhero blockbuster, but it's an impressive one - especially when the fire effect in the film itself will be achieved with lots and lots of CG:
