It does look like the pouch for french fries used by fast food chains, but the FireScuba could be one life-saving product. While it may not be as efficient as a gas mask or smoke hood, it’s main advantage is its size and form.
I think I can fit a couple of these in my wallet. As DVICE‘s Michael Trei said, the best smoke hood won’t be able to help if you don’t have it with you when a fire breaks out. The FireScuba is made of nothing but cardboard and a carbon filter, so not only will it be easier to carry, I’m sure it’s also a hell of a lot cheaper to make than a gas mask.
Obviously it still needs to be tested, but the designer is onto something here; I hope the FireScuba becomes an actual product. I guess it all depends on how efficient the carbon filter is in trapping smoke.